Radio reaches more than 234 million persons age 12+ over the course of a typical week, according to the RADAR 100 National Radio Listening Report which releases Monday, March 23. RADAR 100 marks more than 40 years of Network Radio ratings. With the inclusion of electronic measurement, RADAR-rated Networks now show greater audience reach than ever as the number of commercialized PPM markets increases.
Since the December 2007 RADAR 95 report, the RADAR national radio listening estimates and network radio audience reports have been based on PPM respondents from within commercialized PPM markets 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 measurement, 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, more than 212 million persons age 12+ tune to the more than 7,700 RADAR Network Affiliated stations, up from 208 million listeners one year ago in RADAR 96.
Radio reaches 92% of persons 12+ each week, despite the adoption of MP3 players and the growth of Internet-only stations. Even 89% of the youngest radio audience, teens ages 12-17, most accustomed to using new technologies and forms of media, continue to tune in each week. Network radio also reaches 84 percent of the ad elusive and media multi-taskers Adults 18-34.
Continuing the sample increase initiative, the sample size for RADAR 100 is now composed of 315,112 respondents.