RADAR Finds Million More Listeners
March 10, 2014 at 6:01 AM (PT)
NIELSEN has released its MARCH 2014 RADAR 120 National Radio Listening Report, which found that the total U.S. radio audience increased by more than 1.2 million weekly listeners since MARCH 2013. Radio now reaches 244.4 million Americans on an average weekly basis -- 92% of the total U.S. population ages 12 and older.
Daily TSL among radio listeners ages 12 and up averages approximately 2 hours and 41 minutes a day, which held steady from the previous year. What's more, the national 18-34 audience grew by more than half a million compared to the previous year, reaching 91.9% of that demo.
Radio increased its national reach again this survey, adding more than a million listeners on a weekly basis in the MARCH 2014 RADAR report.
RADAR Mar. 2010 Mar. 2011 Mar. 2012 Mar. 2013 Mar. 2014 RELEASE RADAR 104 RADAR 108 RADAR 112 RADAR 116 RADAR 120 WEEKLY CUME (000) 239,769 241,923 241,512 243,177 244,457
Radio’s national reach also increased among African-American and Hispanic audiences, compared to the previous year, as more than 31 million 12+ African-American listened in an average week, or 91.7% of the total U.S. African-American population.
Hispanic audiences grew by 574,000, meaning radio now reaches 93.6% of all 12+ Hispanics in an average week. These increases among Hispanics were spread evenly among those 18-34 (added 286,000 more listeners), 18-49 (298,000 more listeners) and 25-54 (243,000 more listeners).