239 million listen to radio every week


Radio reaches more than 239 million Persons 12+ over the course of a typical week, according to the RADAR 105 National Radio Listening Report, which releases Monday, 6/21. Since the December 2007 RADAR 95 report, the RADAR national radio listening estimates and network radio audience reports have been based on the Portable People Meter respondents from markets where Arbitron has commercialized the PPM ratings service and on diary respondents from the balance of the US. The combination of PPM and diary respondents have shown more listeners to radio over the course of a week versus the 2007 RADAR listening reports which were based on diary respondents alone.

As additional radio markets transition to electronic ratings, total radio reach is revealed to be larger than in previous surveys. Listening to RADAR Network Affiliate stations has also risen year over year.

Over the course of a typical week, nearly 220 million Persons aged 12+ tune to more than 7,200 RADAR Network Affiliated stations, up from 213 million listeners one year ago in RADAR 101.

Despite the adoption of MP3 players and the growth of mobile and Internet-only stations, radio reaches 93.1% of Persons aged 12+ each week. Even 91% of the youngest radio audience, teens aged 12-17, who are most accustomed to using new technologies and forms of media, continue to tune in each week.

Network radio reaches 87% of Adults aged 18-34 who are ad elusive and media multi-taskers, up from 85% from one year ago.

The diversity of formats in radio attracts demos in both Black Non-Hispanics and Hispanics. More than 93% of Black Non-Hispanics and 95% of Hispanics aged 12+ tune into radio over the course of a week.

Radio reaches more than 94% of both Black Non-Hispanics and 96% of Hispanics aged 18-49 over the course of a week. Network affiliated stations reach 90% of Black Non-Hispanics, and 86% of Hispanic s, 12+.

Radio reaches 96% of college graduates aged 25-54. Ninety-six% of adults aged 25-54 with a college degree and an annual income of $50,000+ tune into radio over the course of a week.

Network affiliated stations reach 88% of college graduates aged 18-49 with a household income of $75,000 or more. All radio stations reach 96% of this age group.

Continuing the yearlong sample size increase initiative to 395,000, the RADAR 105 sample size is 377,044. This larger sample ensures more stability for key demographic estimates, dayparts and Market-by-Market Analysis reports, which report all individual DMAs.