Overall Radio Listeners 12+ Up More Than 3.3 Million

RADIO ONLINE | Tuesday, December 7, 2010 | 2:07pm CT

Arbitron announced highlights from its RADAR 107 National Radio Listening Report, which is scheduled for release on December 13. The report shows an increase of 3.3 million radio listeners ages twelve and older 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, 93.2% of all persons twelve and older.

In addition, radio listening increased year over year across major demographics, with Adults 18-34 showing the biggest gains. Adults 18-34 weekly radio listeners increased nearly 960,000 in the past year. Adults 18-49 grew by more than 800,000 and Adults 25-54 gained more than 750,000 in the same period. Teens 12-17 showed an average weekly increase of 365,000 versus last year's report.

RADAR 107 indicates that, over the course of a week, radio is listened to by over 92% of all Teens 12-17, by 94% of Adults 18-34 and by 95% of Adults 18-49 and Adults 25-54.

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% of Black (non-Hispanic) Persons 12 and older and more than 95% of Hispanics 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 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 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.

On an average week, radio reached 95% of Adults 18 and older with a household income of $75K or more. More than 96% of Adults 25 to 54 that are college graduates and have a household income of over $50K tune in to radio weekly. Radio also delivers 96% of Adults 18 to 49 with a college degree.

Larkin Named President & CEO of RCS Worldwide Susan Larkin RCS Worldwide has appointed Susan Larkin as President and CEO, positioning the company to expand its role in audio creation tools, media intelligence, music analytics and television operations technology. Larkin most recently served as COO at Audacy. She previously held senior leadership roles at Cox Media More

David Yadgaroff to Retire from Audacy Philadelphia David Yadgaroff David Yadgaroff will retire as Senior Vice President and Market Manager of Audacy Philadelphia, concluding a 36-year career with the company, according to an internal note from Audacy Regional President Mark Hannon. Yadgaroff, who began his career in programming and promotions, has led the Philadelphia More

WSSR Chicago Flips to ''Classic Pop'' as The 9-6-7 WSSR-FM Chicago Connoisseur Media Chicago flips WSSR 96.7 to a new format branded as "The 9-6-7: Chicagoland's Classic Pop," while retaining its WSSR call letters. The new format centers on a high-energy, nostalgia-driven playlist featuring CHR hits from the 1990s and 2000s. The station's music mix includes artists such as More

Gracie Awards Honor Women Across Media Platforms Gracie Awards The Alliance for Women in Media Foundation (AWMF) has announced the winners of the 51st Annual Gracie Awards, recognizing women across radio, television, streaming, audio and digital media. Among this year's honorees are Abby Phillip, Oprah Winfrey, Monica Lewinsky, Rhea Seehorn, More

David Tyler Signs with Hoss Management Group David Tyler Veteran voice talent David Tyler has signed with Hoss Management Group for representation in radio imaging and voiceover, marking a new chapter in his more than 35-year broadcasting career. Hoss Management Group is known for representing contemporary radio imaging voices, and Tyler brings an extensive More

Radio Ads Build Brand Awareness in Joplin Study Cumulus Media & Westwood One A new blog post from Cumulus Media | Westwood One's Audio Active Group highlights how long-term AM/FM radio advertising helped a local Missouri business significantly boost brand awareness and growth. The post centers on Bug-A-Way Pest Control in Joplin, MO, a company that had operated for more than two More