RADAR 99: Radio Listening Up
December 10, 2008 at 6:26 AM (PT)
ARBITRON is previewing RADAR 99, which gets released TUESDAY (12/16), with the information that the survey shows radio reaching more than 234 million persons 12+ over the course of a typical week. The number is up from RADAR 94's 232 million one year ago. The numbers have included PPM figures since RADAR 95 last DECEMBER.
In addition, ARBITRON reports that weekly listening to RADAR Network Affiliate stations has also risen year-to-year from 206 million to 210 million persons 12+. The report says radio reaches more than 92% of persons 12+ each week, including 90% of teens 12-17. All radio stations reach nearly 93% of listeners 18-34, holding steady since RADAR 95 reportings.
Other preview items: 93% of Black Non-Hispanic persons and 93% of Hispanic persons 12+ tune into radio over the course of a week; radio reaches about 94% of both Black Non-Hispanics and Hispanics age 18-49 over the course of a week; radio reaches nearly 95% of college graduates ages 25-54; and 95% of adults 25-54 with a college degree and an annual income of $50,000 or more tune into radio over the course of a week.