More Than 235M Listen Every Week Reports Arbitron
June 15, 2009 at 7:27 AM (PT)
Radio reaches more than 235 million persons age 12 and older over the course of a typical week, according to the RADAR 101 National Radio Listening Report that will officially be released MONDAY, JUNE 22nd.
Since the DECEMBER 2007 RADAR 95 report, the RADAR national radio listening estimates and network radio audience reports have been based on PPM respondents from within commercialized PPM markets and on diary respondents from the balance of the U.S. The combination of PPM and diary respondents have shown more listeners to radio over the course of a week versus the 2007 RADAR listening reports which were based on diary respondents alone.
Radio reaches 92% of persons 12+ each week, despite the adoption of mp3 players and the growth of Internet-only stations. Even 89% of the youngest radio audience, teens ages 12-17, most accustomed to using new technologies and forms of media, continue to tune in each week. Network radio also reaches nearly 85% of the ad-elusive and media multi-taskers Adults 18-34.
Radio Has Universal Appeal
The diversity of formats in radio attracts advertiser-coveted demographics in both Black Non-Hispanic and Hispanic persons.
* 92% of Black Non-Hispanic persons and 93 percent of Hispanic persons, age 12 and older tune into radio over the course of a week.
* Radio reaches about 93% of both Black Non-Hispanics and Hispanics age 18-49 over the course of a week.
Radio Reaches The Educated and Affluent
Radio reaches more than 94% of college graduates ages 25-54. 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.
Network affiliated stations reach nearly 86% of college graduates ages 18-49 with a household income of $75,000 or more. All radio stations reach close to 94% of this age group.