More Than 239 Million Listen To Radio Every Week
March 15, 2010 at 12:27 PM (PT)
Radio reaches more than 239 million Persons aged 12 and older over the course of a typical week, according to the RADAR 104 National Radio Listening Report, which releases MONDAY, MARCH 22nd.
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.
As additional radio markets transition to electronic ratings, total radio reach is revealed to be larger than in previous surveys. Listening to RADAR Network Affiliate stations has also risen year over year. Over the course of a typical week, more than 219 million Persons aged 12 and older tune to more than 7,200 RADAR Network Affiliated stations, up from 212 million listeners one year ago in RADAR 100.
Despite the adoption of MP3 players and the growth of mobile and Internet-only stations, radio reaches 93.1% of Persons aged 12+ each week. Even 91% 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.
Some Additional Highlights
* Network radio reaches 87% of Adults aged 18-34 who are ad elusive and media multi-taskers, up from 84% from one year ago.
* More than 93% of Black Non-Hispanic persons and 94% of Hispanic persons, aged 12 and older tune into radio over the course of a week.
* Radio reaches about 93% of both Black Non-Hispanic persons and 95% of Hispanic persons aged 18-49 over the course of a week.
* Network affiliated stations reach 90% of Black Non-Hispanic persons, and 85% of Hispanic persons, aged 12 and older.
* Radio reaches 96% of college graduates aged 25-54. 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 88% of college graduates aged 18-49 with a household income of $75,000 or more. All radio stations reach 96 percent of this age group.
On MONDAY, MARCH 22nd, ARBITRON will release the complete RADAR 104 Radio Network Audience Report results. RADAR, the standard currency for national network radio ratings, measures 51 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.