Radio adds 1.4 million listeners in 2011


As Arbitron readies its December 2011 RADAR 111 rankers, the radio ratings company gave some details from its National Listening Report. Data shows radio added 1.4 million more weekly listeners versus December 2010.  The number of persons 12+ listening to radio each week now reaches an estimated 241.3 million, representing 93% of the population 12+.

In addition to adding 1.4 million weekly listeners during the past year, radio listening among key demos continues to hold steady.  Compared to the December 2010 RADAR report, teens aged 12-17 remains consistent at 22.8 million, or 92% of that demo’s population.  Radio listeners aged 18-34 increased slightly versus the December 2010 RADAR report.  Radio now reaches 66.3 million weekly listeners in this age range, that’s 93.4% of this demographic. 

The report also shows a significant increase in Hispanic listeners.  Radio’s 12+ Hispanic audience grew by nearly 1 million versus the December 2010 report.  Radio reaches 95% of Hispanics 12+. 

Hispanic Adults aged 18-34 was up the most over the past year, adding nearly 300,000 weekly listeners.  

Black (non-Hispanic) listeners also grew year over year, gaining nearly 240,000 weekly listeners.  Radio reaches 93.2% of the Black (non-Hispanic) population. 

Radio reaches more than 132 million weekly radio listeners aged 12+ with a household income of $75K or more.  Additionally, 40.8 million adults 18-49 who are college grads tune into radio on a weekly basis. 26 million Adults 25-54 with both a college degree and a household income of more than $75K tune into radio on a weekly basis.

The sample size for the RADAR December 2011 Report is 395,502 persons aged 12+. The survey dates for RADAR 111 were from September 16, 2010 to September 14, 2011.

RBR-TVBR observation: The numbers are steady. Here’s what the National Radio Listening Report looked like around RADAR 106, back in 9/10: Radio reached more than 239 million Persons aged 12+; 93% of Persons aged 12+ each week; 92% of teens aged 12-17 (also steady); 88% of Adults aged 18-34 (lower than today); 93% of Black (Non-Hispanic) persons (down slightly from last year) and 95% of Hispanic persons (steady). The only difference we saw was this most recent report did not list numbers for network affiliated stations, which tends to be a few percentage points to 10 percentage points less than all radio listening.