Radio Adds More Than 1.9 Million Weekly Listeners In The Past Year According To Radar 109
June 14, 2011 at 9:12 AM (PT)
ARBITRON has released highlights from its RADAR 109 NATIONAL RADIO LISTENING REPORT, which is scheduled for release on JUNE 20th. The report shows radio's continued strength with a year over year increase of about 1.9 million weekly listeners aged twelve and older. The number of Persons twelve and older listening to radio each week now reaches an estimated 241.5 million, representing 93.1 percent of all Persons twelve and older.
As compared to the JUNE 2010 report, the number of radio listeners increased across all major demographics, with Adults aged 18-34 showing the biggest gains, adding nearly 350,000 weekly listeners in the age group in the past year. There are now nearly 66.5 million Adults aged 18-34 listening to radio each week, or 93.6% of all members of this demographic. The number of Teens aged 12-17 listening to radio also continues to rise, increasing 158,000 listeners versus JUNE 2010, reaching more than 22.8 million weekly listeners or 92%.
Radio's diverse listener base continues to grow, says RADAR 109, with the number of weekly listeners increasing among Black (non-Hispanic) and Hispanic Adults aged 12 and older.
* According to RADAR 109, radio continues to reach more than 93% of Black (non-Hispanic) Persons aged 12 and older and more than 95% of Hispanics aged 12 and older on a weekly basis, or 29.8 million and 36.5 million respectively.
* Hispanic listeners 12 years rose by 1.1 million listeners compared to the JUNE 2010 report.
* Hispanics aged 18-49 increased sharply in the last year, adding close to 600,000 weekly listeners since JUNE 2010. There are more than 23.7 million Hispanic Adults 18-49 now listening to radio in an average week.
Radio Delivers Affluent, Educated Adults
RADAR 109 indicates that in an average week, radio attracts nearly 96% of Adults aged 18-49 with a college education and a household income of more than $75,000, nearly 22.8 million listeners. Radio reaches approximately 71.7 million Adults aged 25-54, or 96%, with a household income of $50,000 or more. Radio also delivers an estimated 95%, or 17.3 million, Adults aged 18 to 34 with a college degree, an attractive demographic for advertisers.