RADAR: Radio Attracts Another 2.1M Weekly Listening

Report: Audience increases to approximately 242m

Arbitron Inc. announced today highlights from its RADAR® 108 National Radio Listening Report, which is scheduled for release on March 21st . 

The report shows radio’s continued strength with a year over year increase of about 2.1 million weekly listeners aged twelve and older.  The number of Persons twelve and older listening to radio each week now reaches an estimated 241.6 million, representing 93.1 percent of all Persons twelve and older.

As compared to the March 2010 report, the number of radio listeners increased across all major demographics, with Adults aged 18 to 34 showing the biggest gains, demonstrating radio’s continued appeal to young listeners.  Adult aged 18 to 34 weekly radio listeners increased nearly 508,000 in the past year, reaching 93.7 percent of all people in this demographic group.  The number of Teens aged 12 to 17 listening to radio also increased, rising 203,000 in the past year.

The report indicates that over the course of a week approximately   92 percent of all Teens aged 12 to 17, 94 percent of Adults aged 18 to 34 and 95 percent of Adults aged 18 to 49 and Adults aged 25 to 54 listen to radio.

Radio’s diversity continues to grow, with a variety of formats that appeal to various ethnic groups, particularly Black (non-Hispanic) and Hispanic.

According to RADAR 108, 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 continue to rise, adding roughly 1.1 million listeners, as compared to the March 2010 report.  Radio reaches approximately 95% of Hispanics aged 12 and older on a weekly basis.
More young Hispanics are tuning into radio.  Adult Hispanics aged 18-34 grew by 437,000 year over year.
Radio now reaches almost 96% of this demographic group.

Arbitron estimates that in an average week, radio reached 96 percent of Adults aged 25 to 54 with a household income of $75,000 or more and a college education.  Radio reaches approximately 95 percent of adults aged 18 to 49 with a household income of $75,000 or more. Radio also delivers an estimated 40 million weekly listeners aged 18 to 49 with a college degree.

Arbitron’s RADAR (Radio’s All Dimension Audience Research) 108 is the standard currency for national network radio ratings and measures 56 individual radio networks.

The survey dates for RADAR 108 were from January 7, 2010 through December 8, 2010.