RADAR: Radio Listening Strong ... And Still Growing
December 7, 2010 at 2:04 PM (PT)
ARBITRON's RADAR® 107 National Radio Listening Report, scheduled for release on DECEMBER 13th, will show an increase of 3.3 million radio listeners 12+ per week, versus the DECEMBER 2009 report. The number of 12+ Persons listening to radio each week now reaches an estimated 239.8 million -- 93.2% of all Persons 12+.
Radio listening also increased year over year across major demographics, with Adults 18-34 showing the biggest gains, increasing nearly 960,000 in the past year. Adults 18-49 grew by more than 800,000 and Adults 25-54 gained more than 750,000 in the same period. Meanwhile, Teens 12-17 averaged a weekly increase of 365,000 over last year’s report.
RADAR 107 found listening by over 92% of all Teens 12-17, by 94% of Adults 18-34 and by 95% of Adults 18-49 and 25-54.
Looking at the ethnic breakdown, radio continues to reach more than 93% of Black (non-Hispanic) Persons 12+ and more than 95% of Hispanics 12+ on a weekly basis. Hispanic listeners 12 years and older grew more than 1.4 million year over year.On average, 177,000 more Hispanic Teens 12-17 tuned in to radio in 2010 vs. '09. Black (non-Hispanic) and Hispanic Adults 18-49 showed an increase of 165,000 and 834,000 respectively.