Radar 98: Radio Reaches Over 235 Million Listeners Weekly

Preliminary Findings

ARBITRON has released preliminary findings from RADAR 98, the standard currency for national network radio ratings. Specifically, 95% of adults age 18-49 with a college degree and an annual household income of $50,000 or above tune into radio over the course of a week. RADAR Network Affiliates (which account for over 50% of all radio stations) reach nearly 85% of this demographic. They also reach close to 85% of adults 25-54 in households with a college degree and an annual household income of $75,000 or above.

Radio reaches more than 235 million listeners over the course of a week according to the RADAR 98 SEPTEMBER 2008 Radio Listening Estimates. This number is up from last year’s RADAR 94 estimates of 232 million listeners.

The diversity of formats in radio attracts advertiser-coveted demographics in both Black Non-Hispanic and Hispanic persons. 94% of Black Non-Hispanic persons and 95% of Hispanic persons, age 12 and older tune into radio over the course of a week.

On TUESDAY, SEPTEMBER 23rd, ARBITRON will release the complete RADAR 98 Radio Network Audience Report results.

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