Arbitron Reports Radio's Median Age Is Still 42 Years Old
February 15, 2011 at 3:01 PM (PT)
Is radio’s audience getting older? According to ARBITRON's study of the 14 PPM markets that have been up and running for the past three years, the median age (the average age of radio listening) has remained stable. In DECEMBER 2008, the median age of radio listeners across these same markets was 42 years old. Two years later, the median age in those same markets remains unchanged.
The median age for radio listening as of DECEMBER 2010 is 42 in NEW YORK, 41 in LOS ANGELES, 44 in PHILADELPHIA, 40 in HOUSTON, 42 in CHICAGO, 43 in SAN FRANCISCO, 46 in NASSAU-SUFFOLK, 43 in MIDDLESEX-SOMERSET UNION, 37 in RIVERSIDE, 42 in SAN JOSE, 40 in DALLAS, 41 in ATLANTA, 42 in WASHINGTON DC, and 44 in DETROIT.
ARBITRON indicated the median age for the nation using its RADAR Network Radio service are consistent with its PPM analysis. Nationally the median age for cume listeners was 44 in RADAR 107 from DECEMBER 2010. Five years ago the median age for radio cume listening was one year younger at 43.
"Contrary to those who say Radio listening is growing signficantly older than the population we have found that radio's median age comes close to mirroring population trends," ARBITRON SVP/Marketing BILL ROSE told ALL ACCESS. "Five years ago (2006) the median age of the 12+ population in the US was 41. According to RADAR 91 (DECEMBER 2006) the median age of Radio's national cume audience was 43; a difference of two years in age.
"Fast forward to 2010 with all the changes in the media landscape and the difference in median age remains two years. The median age of the 12+ population in 2010 was 42 and the median age of Radio's national cume audience in RADAR 107 (DECEMBER 2010) was 44 which is the heart of many vital buy/sell demographics."