Radio Reaches More Than 90% of All Consumers 12+

RADIO ONLINE | , , | :am CT

Arbitron has released Radio Today 2009, its annual radio industry study. It's the first annual report that includes PPM data from several major markets as well as diary data. The study found that more than 90% of consumers ages 12+ listen to the radio each week -- a higher penetration than television, magazines, newspapers or the Internet.

For more than a decade -- between Spring 1997 and Fall 2008 -- radio's overall cumulative audience (CUME) rating has been consistently strong. Also noted in the report is that despite availability of numerous media alternatives, radio's weekly reach declined only modestly in the past several years, from 94.9% in Spring 2001 (when the iPod was introduced) to 91% in Fall 2008.

News/Talk/Information continues to be the number one format, after ranking #1 in Fall 2008 with a 12.6% share -- far above its 10.7% share in Spring 2007. With 30 more AM and FM stations than in Spring 2007, and more than 1000 HD channels and Internet streams, the N/T/I format boasts more broadcast signals than any other format.

Oldies stations continue to reposition themselves toward a younger image, making Classic Hits the fastest growing music format. Between Spring 2007 and Fall 2008, Classic Hits' share rank of the national radio audience jumped from #11 to sixth, reaching 3.9% of the U.S. population -- the most since the format has been tracked by Arbitron.

With more than 14.5 million listeners each week (up from 14.3 million in Spring 2007), Contemporary Christian earned a 2.5 share in Fall 2008, the most in the seven years the format has been studied. The number of AM and FM stations carrying the format rose from 724 to 781 during that time period.

With 15.5 million listeners per week, the Active Rock format earned 2.4% of the national radio audience, a higher figure than during six previously measured Spring ratings periods. The number of FM stations carrying Active Rock grew from 149 in Spring 2007 to 166 in Fall 2008. In addition, there are 138 streaming and HD signals.

After years of steady growth and more stations carrying the format, Regional Mexican's overall national share in Fall 2008 was 2.9%. In terms of TSL, Regional Mexican is tied for #1 overall and is the leader outright among music formats.