Arbitron Highlights Network Radio's Reach
October 14, 2008 at 10:59 AM (PT)
ARBITRON has just released a slew of new data that illustrates the reach of network radio. The 2008 NETWORK RADIO TODAY report highlights the ubiquitous nature of radio and analyzes listening behavior for several advertiser-coveted socioeconomic groups. ARBITRON’s 250,000-person sample for RADAR (the national radio ratings service) provides updated information for radio broadcasters and advertisers on age, sex, race/ethnicity, education and income.
"NETWORK RADIO TODAY offers you a window into the dynamic world of national radio and its listeners, as well as an overview of RADAR, the national radio ratings service that for over 40 years has been the 'gold standard' of measurement for national radio listening and network radio audiences," NATIONAL RADIO SERVICES VP BRUCE SUPOVITZ.
Among its findings:
* 60% of Network listening is reported out of home; 40% at home.
* Two-thirds of the total 18+ Network radio audience are college-educated; 70% of college graduates tune in weekly.
* Each week, Network radio attracts 75% of those earning between $50K-$75K and 74% of those earning over $75K were reached.
* Network radio attracts 85% of black Americans between the ages 18-49 and 86% in the 25-54 demo. Almost 22% of Network radio’s black 18+ audience are in the 35-44 age bracket.
* Almost 74% of Hispanic Network listening are teens aged 12-17; persons 12-24 make up 28% of all Network radio’s Hispanic audience.