Overall Radio Listeners 12+ Up More Than 3.3 Million

RADIO ONLINE | Tuesday, December 7, 2010

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.

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