Arbitron released preliminary findings from RADAR 95 Radio Network Audience Report. On Monday, Arbitron will release the complete results. The sample size has been increased to more than 200,000 respondents.
Radio reaches 233 million listeners over the course of the week according to the RADAR 95 December 2007 estimates–up from estimates one year ago from RADAR 91. The 7,200+ RADAR Network Affiliated stations reach 82% of all people age 12+. RADAR Network affiliates reach 84% of adults 18-34 and 84% of adults 25-54. They also reach 84% of Adults 18-49.
95% of Adults age 18-49 with a college degree and an annual household income of 50,000+ tune into radio over the course of a week. RADAR Network affiliates (which account for over 50% of all radio stations) reach 86% of this coveted demo. They also reach 85% of adults 25-54 in households with a college degree and an annual household income of 75,000+.
While the trend in radio shows fewer young listeners, network radio reaches the ad elusive and media multi-taskers, Teens 12-17. While overall, RADAR networks reach 82% of all radio listeners ages 12+, these same networks reach 84% of listeners ages 12-17.
94% of Black Non-Hispanic persons and 95% of Hispanic persons, age 12+ tune into radio over the course of a week. Radio reaches 95% of Black Non-Hispanics and 96% of Hispanics age 25-54 over the course of a week.
Radio reaches 94% of college grads age 18+. 96% of adults 18-49 with a college degree and an annual income of 75,000+ tune into radio over the course of a week.