Arbitron released preliminary findings from RADAR 96, showing 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 84% of this coveted demo. They also reach 84% 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, Adults 18-34. While overall, RADAR networks reach 82% of all radio listeners ages 12+, these same networks reach 84% of listeners ages 18-34. On Tuesday, Arbitron will release the complete RADAR 96 results.