More Than 239 Million Listen to Radio Every Week According To Radar 106 Report
September 14, 2010 at 12:34 PM (PT)
Radio reaches more than 239 million Persons aged 12 and older over the course of a typical week, according to the RADAR 106 National Radio Listening Report, which releases MONDAY, SEPTEMBER 20th from ARBITRON.
The weekly audience of 239 million listeners to radio represents an increase of four million listeners versus the year ago RADAR 102 report of 235 million weekly listeners. For the 7,200+ stations affiliated with the 53 specific networks reported in RADAR, the weekly audience is 220 million Persons aged 12 and older, up by nearly 6 million listeners from the 214 million listeners reported one year ago in RADAR 102.
Radio Retains Strength And Stability
Despite the adoption of mp3 players and the growth of mobile and Internet-only stations, (terrestrial) radio reaches 93% of Persons aged 12+ each week. Even 92% of teens aged 12-17, younger radio listeners who are most accustomed to using new technologies and forms of media, continue to tune in each week.
Network radio reaches 88% of Adults aged 18-34, the prime media multi-taskers, up from 85% one year ago.
Radio Has Universal Appeal
The diversity of formats in radio attracts advertiser-coveted demographics in both Black (Non-Hispanic) and Hispanic persons.
* More than 93% of Black (Non-Hispanic) persons and 95% of Hispanic persons, aged 12 and older, tune into radio over the course of a week.
* Radio reaches more than 94% of Black (Non-Hispanic) persons and 96% of Hispanic persons aged 18-49 over the course of a week.
* Network affiliated stations reach 90% of Black (Non-Hispanic) persons, and 86% of Hispanic persons, aged 12 and older.
Radio Reaches The Educated And Affluent
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% of this demographic.