Wednesday, December 8, 2010

Arbitron: Radio Listeners Show Increase 3%

Radio Usage Up Across All Major Demographics

Arbitron Inc. announced Tuesday highlights from its RADAR® 107 National Radio Listening Report, which is scheduled for release on December 13th.

The report shows an increase of 3.3 million radio listeners age 12+ per week, versus the December 2009 report. The number of Persons twelve and older listening to radio each week now reaches an estimated 239.8 million, that’s 93.2 percent of all Persons twelve and older.

In addition to Persons twelve and older, radio listening increased year over year across major demographics, with Adults aged 18 to 34 showing the biggest gains. Adult aged 18 to 34 weekly radio listeners increased nearly 960,000 in the past year. Adults aged 18 to 49 grew by more than 800,000 and Adults aged 25 to 54 gained more than 750,000 in the same period.

Meanwhile, Teens aged 12 to 17 continue to embrace radio broadcasts with an average weekly increase of 365,000 versus last year’s report.

Despite the proliferation of competing media platforms, radio continues to reach just about everyone on a regular basis. RADAR 107 indicates that, over the course of a week, radio is listened to by over 92 percent of all Teens aged 12 to 17, by 94 percent of Adults aged 18 to 34 and by 95 percent of Adults aged 18 to 49 and Adults aged 25 to 54.

The data from RADAR 107 showcases overall radio’s penetration among various ethnic groups, particularly Black (non-Hispanic) and Hispanic, a direct result of airing an array of formats.

• Overall, radio continues to reach more than 93 percent of Black (non-Hispanic) Persons aged 12 and older and more than 95 percent of Hispanics aged 12 and older on a weekly basis. Hispanic listeners 12 years and older grew more than 1.4 million year over year.

• More Hispanic Teens aged 12 to 17 are tuning in to radio, versus the same period a year ago. This
demographic group increased 177,000 average weekly listeners a week, year over year.

• Black (non-Hispanic) and Hispanic Adults aged 18 to 49 showed the biggest gains in overall weekly radio listenership versus last year, showing an increase of 165,000 and 834,000 respectively.

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