Report: Young Demos Boost Radio Listening

Adults aged 18 to 34 showing largest gain in radio listening, increasing by more than 800,000 weekly listeners

Arbitron Inc. announced Tuesday highlights from its September 2012 RADAR® 114 National Radio Listening Report.  The report shows radio’s audience increased slightly year over year by 249,000 persons aged 12 and older, representing nearly 93% of the population.

Young radio listeners were largely responsible for the year-over-year increase, with Adults aged 18 to 34 showing the largest gain in weekly listeners, adding more than 800,000. Persons aged 12 to 17 increased slightly also.

Radio continues to reach 91% of this demographic.  Adults aged 18 to 49 and Adults aged 25-54 showed year over year declines in weekly radio listening, largely due to shifts in the composition of the population versus last year. Radio attracts 126 million adults aged 18 to 49 and 119.6 million adults aged 25 to 54 on a weekly basis.

Radio’s Diversity

Radio’s diverse listener base saw a big jump in the September 2012 RADAR study compared to the September 2011 study. The number of Hispanic weekly radio listeners saw impressive increases across most demographic segments.

• Radio’s Hispanic audience aged 12 and older grew by more than 2.5  million versus the September 2011 report.  Radio reaches nearly 95% of Hispanics aged 12 and older.
• Hispanic Teens aged 12 to 17 showed an impressive increase over the past year, rising by more than 300,000 weekly listeners.
• The Black (non-Hispanic) audience also show significant gains.  Radio among Black (non-Hispanic) listeners aged 12 and older grew by more than 975,000 versus September 2011.  Radio reaches approximately 93% of the Black (non-Hispanic) population.
• Black (non-Hispanic) adults aged 18 to 34 showed the most gains, adding nearly half a million average weekly listeners versus last year.
• The adult 25 to 54 Black (non-Hispanic) demographic also showed impressive gains with an increase of more than 280,000 weekly listeners.

Radio Delivers Affluent, Educated Adults

The September 2012 RADAR report illustrates radio’s ability to attract affluent, educated consumers.  More than 95% of adults aged 25 to 54 with a household income of $75K or more and a college degree tune in to radio on a weekly basis, that’s 25.6 million listeners in this demographic.  Also, nearly 69.7 million, or 94%, of Adults aged 18 to 49 with a household income of $75K or more tune into radio on a weekly basis.