RADAR Report Says Radio Added Nearly 1.7 Million Weekly Listeners In The Past Year
September 27, 2011 at 8:42 AM (PT)
ARBITRON has released highlights from its SEPTEMBER 2011 RADAR 110 National Radio Listening Report. The report shows radio added more listeners versus the SEPTEMBER 2010 report, with an additional 1.7 million listeners aged 12 and older tuning in on a average week. The number of persons twelve and older listening to radio each week now reaches an estimated 241.4 million, representing 93% of the population twelve and older.
The growth in radio listeners is largely attributed to young demographics, the report notes. As compared to the SEPTEMBER 2010 report, the number of teen listeners aged 12-17 increased by 36,000 and Adults aged 18-34 increased by 80,000. Radio now reaches 91.9% of teens aged 12 to 17 and 93.4% of adults aged 18-34. The number of radio listeners aged 25-54 dropped by 118,000. Additionally, the number of radio listeners aged 18-49 fell by 365,000.
Radio's diverse listener base continues to grow, with the number of weekly listeners increasing among Black (non-Hispanic) and Hispanic Adults aged 12 and older.
* According to the SEPTEMBER 2011 RADAR 110 report, 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 teen listeners aged 12-17 rose by 86,000 listeners compared to the SEPTEMBER 2010 report. The number of Black (non-Hispanic) teens aged 12-17 also rose, adding 37,000 weekly listeners.
* Hispanics aged 18-49 increased sharply in the last year, adding 482,000 weekly listeners since SEPTEMBER 2010. There are more than 23.6 million Hispanic Adults 18-49 now listening to radio in an average week.
Radio Delivers Affluent, Educated Adults
The SEPTEMBER 2011 RADAR 110 report indicates that in an average week, radio attracts nearly 95% of persons aged 12 and older with a household income of over $75K. Radio also attracts nearly 96% of Adults aged 18-49 with a college education and a household income of more than $75,000. Additionally, radio attracts 17 million, or 95%, of Adults aged 18-34 with a college degree.