RADAR Spots More Growth In Radio Listeners
December 5, 2011 at 11:21 AM (PT)
ARBITRON's DECEMBER 2011 RADAR 111 National Radio Listening Report shows radio added 1.4 million more weekly listeners versus DECEMBER 2010. An estimated 241.3 million persons 12+ listen to radio each week, representing 93% of the 12+ population.
What's more, radio listening in key demos continues to hold steady. Teens 12-17 basically held at 22.8 million, or 92% of that demo's population. The 18-34s increased slightly to 66.3 million weekly listeners vs. the DECEMBER 2010 RADAR report; that's 93.4% of this demographic.
Elsewhere in the report, the 12+ Hispanic listeners grew by nearly 1 million versus the DECEMBER 2010 report, which is 95% of Hispanics 12+., while the 18-34 demo increased the most over the past year, adding nearly 300,000 weekly listeners. Black (non-Hispanic) listeners also grew year-to-ear, gaining nearly 240,000 weekly listeners, which is 93.2% of the Black population.