Arbitron Releases 'Radio Today 2009'
September 23, 2009 at 12:45 PM (PT)
ARBITRON has released its annual radio industry study, "Radio Today 2009 Edition." This is the first annual report that includes PORTABLE PEOPLE METER data from several major markets as well as Diary data. The Study showed than 90% of all consumers aged 12 and older listen to the radio each week -- a higher penetration than television, magazines, newspapers or the Internet.
For more than a decade, between SPRING 1997 and FALL 2008, radio’s overall cumulative audience rating has been consistently strong, says the report. Also noted in the report is that despite availability of numerous media alternatives, radio’s weekly reach declined only modestly in the past several years, from 94.9% in SPRING 2001 (when the iPOD was introduced) to 91% in FALL 2008.
Highlights Of Radio Today 2009 Edition
* News/Talk/Information is America’s No. 1 Format. Thanks in part to an historic presidential election and important congressional campaigns, News/Talk/Information ranked as the #1 format in FALL 2008 with a 12.6% share of people over the age of 12 -- far above its 10.7% share of SPRING 2007. With 30 more AM and FM stations than in SPRING 2007, and more than 1,000 HD channels and Internet streams, the N/T/I format boasts more broadcast signals by far than any other format according to the study.
* Classic Hits Continues to Grow. Oldies stations continue to reposition themselves toward a younger image, making Classic Hits the fastest growing music format. Between SPRING 2007 and FALL 2008, Classic Hits’ share rank of the national radio audience jumped from #11 to 6th, reaching 3.9% of the U.S. population -- the most since the format has been tracked by ARBITRON. Between SPRING 2007 and FALL 2008, the number of AM and FM stations programming Classic Hits increased from 288 to 364. There are also now more than 200 HD and streaming Classic Hits stations.
* Contemporary Christian Reaches A New Ratings High. With more than 14.5 million listeners each week (up from 14.3 million in SPRING 2007), Contemporary Christian earned a 2.5 share in FALL ’08, the most in the seven years the format has been studied in Radio Today. The number of AM and FM stations carrying the format rose from 724 to 781 during that time period. There are more Internet simulcasts of FM Contemporary Christian stations than of any other format; nearly 12% of all FM simulcasts online are Contemporary Christian outlets. It is one of two English-language music formats that is a Top 5 time-spent-listening performer across all demographics.
* Active Rock is on Solid Ground. With 15.5 million listeners per week, the Active Rock format earned 2.4% of the national radio audience in FALL 2008, a higher figure than during six previously measured SPRING ratings periods. The number of FM stations carrying Active Rock grew from 149 in SPRING 2007 to 166 in FALL 2008. In addition, there are 138 streaming and HD signals. Active Rock stations were among the leaders in the then Diary markets of SEATTLE-TACOMA and MINNEAPOLIS-ST. PAUL, and the PPM market of DETROIT.
* Mexican Regional Remains the Top Music Format for Time Spent Listening. After years of steady growth and more stations carrying the format, Mexican Regional’s overall national share in FALL 2008 was 2.9%. In terms of TSL, Mexican Regional is tied for #1 overall and is the leader outright among music formats. Ranking #2 with 12-24-year-olds, Mexican Regional’s TSL is far and away #1 with adults 18-34 and 25-54. Even though the format skews somewhat younger, it is even #2 in TSL with adults 35-64.