Radio adds another 2.1 million weekly listeners


That, according to highlights from Arbitron’s upcoming release (3/21) of the RADAR 108 National Radio Listening Report, which shows radio’s YOY increase of about 2.1 million weekly 12+ listeners. The number of Persons 12+ listening to radio each week now reaches an estimated 241.6 million, representing 93.1% of all Persons twelve and older.

As compared to the March 2010 report, the number of radio listeners increased across all major demos, with Adults aged 18-34 showing the biggest gains, demonstrating radio’s continued appeal to young listeners.  Adult 18-34 weekly radio listeners increased nearly 508,000 in the past year, reaching 93.7% of all people in this demo.  The number of Teens 12-17 listening to radio also increased, rising 203,000 in the past year. 

The sample size for RADAR 108 is 395,382 persons aged 12+. RADAR108 includes data from all 48 Arbitron PPM markets.  The survey dates for RADAR 108 were from January 7, 2010 through December 8, 2010.

The report indicates that over the course of a week some 92% of all Teens aged 12-17, 94% of Adults aged 18-34 and 95% of Adults aged 18-49 and Adults aged 25 to 54 listen to radio. 

Radio’s diversity continues to grow, with a variety of formats that appeal to various ethnic groups, particularly Black (non-Hispanic) and Hispanic.
• According to RADAR 108, radio continues to reach more than 93% of Black (non-Hispanic) Persons aged 12+ and more than 95% of Hispanics aged 12 and older on a weekly basis. 
• Hispanic listeners 12 years and older continue to rise, adding roughly 1.1 million listeners, as compared to the March 2010 report.  Radio reaches some  95% of Hispanics aged 12+ on a weekly basis.
• More young Hispanics are tuning into radio.  Adult Hispanics aged 18-34 grew by 437,000 YOY.  Radio now reaches almost 96% of this demo.  

Arbitron estimates that in an average week, radio reached 96% of Adults 25-54 with a household income of $75,000+ and a college education.  Radio reaches approximately 95% of adults aged 18-49 with a household income of $75,000 or more. Radio also delivers an estimated 40 million weekly listeners 18-49 with a college degree.