Nielsen has provided highlights from its December 2013 RADAR 119 National Radio Listening Report. The report shows radio’s U.S. audience increased year over year, adding more than 700,000 weekly listeners since 12/12. Radio now reaches 241.8 million listeners (91% of persons) ages 12+ on an average weekly basis. Additionally, daily time spent listening to radio among persons ages 12+ held steady from the December 2012 RADAR report. Those 12+ who listen to the radio spend some 2 hours and 35 minutes a day with the medium.
Year over year, radio continues to increase its national reach, adding more listeners on a weekly basis, according to a 5-year trend:
| Weekly CUME (000) | Dec. 2009
RADAR 103 |
Dec. 2010
RADAR 107 |
Dec. 2011
RADAR 111 |
Dec. 2012
RADAR 115 |
Dec. 2013
RADAR 119 |
| Overall number of U.S. listeners ages 12+ | 236,472 | 239,775 | 241,261 | 241,075 | 241,804 |
(All Radio Listening, P12+, Mon-Sun 6A-12M)
According to the report, radio also saw gains in the Hispanic audience across all major demographic groups compared to 12/12, while the Black (non-Hispanic) audience remained steady year over year. Radio’s Hispanic audience aged 12+ added 372,000 weekly listeners over the past year. Radio reaches 94% of Hispanic listeners 12+ in an average week. Listenership among young Hispanic teens ages 12-17 showed impressive gains from last year, adding 271,000 weekly listeners. Radio now reaches more than 5 million Hispanic teens in an average week. Listenership among Hispanic adults ages 18-49 also increased compared to last year, adding more than 500,000 weekly radio listeners. Radio now reaches more than 30 million Black (non-Hispanic) listeners 12+ in an average week, or 91% of this demo.
Is anyone really surprised? Yet, the rumors of radio’s demise continue to be greatly exaggerated, even by our colleagues! We must be dedicated and maintain a consistent effort to celebrate the impact of radio – on the radio. This is essential to ensuring the true story is being told.
Now is the time to tell the world what radio has done – and continues to do. Not in a defensive way, but in a celebratory way, that makes an emotional connection with the communities’ radio serves. Radio has for all intents and purposes a 92% approval rating. In politics a 92% approval rating would be called more than a mandate for getting anything done. I am proud to be a part of celebrating that majority!
Comments are closed.