Radio adds 1.9 million weekly listeners


As Arbitron readies its full release of RADAR 109 on 6/20, it announced some of the data from the report. Broadcasters added more than 1.9 million weekly listeners in the past year.  Additionally, radio is attracting more young listeners, with the number of weekly listeners 18-34 and 12-17 rising.  Radio now reaches nearly 66.5 million Adults 18-34 and more than 22.8 million Persons 12-17 on a weekly basis.

The number of 12+ Persons listening to radio each week now reaches an estimated 241.5 million or 93.1% of all Persons twelve and older. As compared to the June 2010 report, the number of radio listeners increased across all major demos, with Adults aged 18-34 showing the biggest gains, adding nearly 350,000 weekly listeners in the age group in the past year. 

There are now nearly 66.5 million Adults aged 18 to 34 listening to radio each week, or 93.6% of all members of this demo.  The number of Teens aged 12-17 listening to radio also continues to rise, increasing 158,000 listeners vs. June 2010, reaching more than 22.8 million weekly listeners or 92%.

In an average week, radio attracts nearly 96% of Adults aged 18-49 with a college education and a household income of more than $75,000, nearly 22.8 million listeners.  Radio reaches some 71.7 million Adults 25-54, or 96%, with a household income of $50,000+. Radio also delivers an estimated 95%, or 17.3 million, Adults aged 18 to 34 with a college degree, an attractive demographic for advertisers.   

According to RADAR 109, radio continues to reach more than 93% of Black (non-Hispanic) Persons aged 12+ and more than 95% of Hispanics aged 12+ on a weekly basis, or 29.8 million and 36.5 million respectively.  Hispanic listeners 12 years rose by 1.1 million listeners compared to the June 2010 report. Hispanics aged 18-49 increased sharply in the last year, adding close to 600,000 weekly listeners since June 2010.   There are more than 23.7 million Hispanic Adults 18-49 now listening to radio in an average week.