Radar 97: 96% Of College-Educated Adults Listen To Radio Weekly
August 4, 2008 at 9:10 AM (PT)
Some 96% of adults age 18-49 with a college degree and an annual household income of $50,000 or above tune into radio over the course of a week, according to preliminary findings from ARBITRON’s RADAR 97 JUNE 2008 Radio Listening Estimates.
RADAR NETWORK affiliates (which account for over 50% of all radio stations) reach 85% of that demographic, as well as 85% of adults 25-54 in households with a college degree and an annual household income of $75,000 or above, ARBITRON said.
Additional demographic findings from the new RADAR results:
* Radio reaches more than 235 million listeners over the course of the week. The 7,400+ RADAR Network Affiliated stations reach 83% of all people aged 12 and over.
* While the trend in radio shows fewer young listeners ages 12-17, network radio reaches the ad-elusive and media multitaskers, adults 18-34.
* Overall, RADAR networks reach nearly 83% of all radio listeners ages 12+; 84% of listeners ages 18-34; nearly 85% of adults 25-54; and almost 85% of adults 18-49.
* The diversity of formats in radio attracts advertiser-coveted demographics in both Black Non-Hispanic and Hispanic persons:
* 94% of Black Non-Hispanic persons and 95% of Hispanic persons, age 12 and older tune into radio over the course of a week.
* Radio reaches 95% of Black Non-Hispanics and 96% of Hispanics age 25-54 over the course of a week.
* Radio reaches 94% of college graduates age 18+, and 96% of adults 18-49 with a college degree and an annual income of $75,000 or more tune into radio over the course of a week.