Arbitron released the preliminary findings from RADAR 97 Arbitron released the preliminary findings from RADAR 97, finding 96% 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 (over 50% of all radio stations) reach 85% 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 ages 12-17, network radio reaches the ad elusive and media multitaskers, adults 18-34. Overall, RADAR networks reach nearly 83% of all radio listeners ages 12+, these same networks reach 84% of listeners ages 18-34.
Radio reaches more than 235 million listeners over the course of the week according to the RADAR 97 June 2008 Radio Listening Estimates. This number is up from RADAR 93 estimates of one year ago. The 7,400+ RADAR Network Affiliated stations reach 83% of all people 12+.
RADAR Network affiliates have consistent delivery with reaching the key young and adult demographics that advertisers target; they reach 84% of adults 18-34 and nearly 85% of adults 25-54. They also reach almost 85% of adults 18-49.
The diversity of formats in radio attracts advertiser-coveted demos in both Black Non-Hispanic and Hispanic persons. 94% of Black Non-Hispanic persons and 95% of Hispanic persons, age 12 and older 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 graduates 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.
On Tuesday, Arbitron will release the complete RADAR 97 results.