Arbitron: 236 Million Plus Listen To Radio Every Week
December 7, 2009 at 9:13 AM (PT)
Radio reaches more than 236 million persons aged 12 and older over the course of a typical week, according to the RADAR 103 National Radio Listening Report, which will officially be released MONDAY, DECEMBER 14th. Since the DECEMBER 2007 RADAR 95 report, the RADAR national radio listening estimates and network radio audience reports have been based on the PORTABLE PEOPLE METER respondents from markets where ARBITRON has commercialized the PPM ratings service and on diary respondents from the balance of the United States.
Listening to RADAR Network Affiliate stations has risen year over year. Over the course of a typical week, more than 216 million persons aged 12 and older tune to the nearly 7,700 RADAR Network Affiliated stations, up from 210 million listeners one year ago in RADAR 99.
Radio Has Strength And Stability
Despite the adoption of MP3 players and the growth of Internet-only stations, radio reaches 92.5% of persons aged 12+ each week. Even 90% percent of the youngest radio audience, teens aged 12-17, who are most accustomed to using new technologies and forms of media, continue to tune in each week. Network radio also reaches 86% of Adults aged 18-34 who are ad elusive and media multi-taskers.
Radio Has Universal Appeal
The diversity of formats in radio attracts advertiser-coveted demographics in both Black Non-Hispanic and Hispanic persons.
* Nearly 93% of Black Non-Hispanic persons and nearly 94% of Hispanic persons, aged 12 and older tune into radio over the course of a week.
* Radio reaches about 94% of both Black Non-Hispanics and Hispanics aged 18-49 over the course of a week.
* Network affiliated stations reach 89% of Black Non-Hispanic persons, and 83% of Hispanic persons, aged 12 and older.
Radio Reaches The Educated And Affluent
* Radio reaches 95% of college graduates aged 25-54. Nearly 96% of adults aged 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 87 percent of college graduates aged 18-49 with a household income of $75,000 or more. All radio stations reach 95% of this age group.
On MONDAY, DECEMBER 14th, ARBITRON will release the complete RADAR 103 Radio Network Audience Report results. RADAR, the standard currency for national network radio ratings, measures 56 individual radio networks. These networks are operated by AMERICAN URBAN RADIO NETWORKS, CITADEL MEDIA NETWORKS, CRYSTAL MEDIA NETWORKS, DIAL GLOBAL INC., PREMIERE RADIO NETWORKS, UNITED STATIONS RADIO NETWORKS and WESTWOOD ONE RADIO NETWORKS.