Radio listening up in RADAR 99


Radio reaches more than 234 million persons age 12+ over the course of a typical week, according to the RADAR 99 report which releases Tuesday. The latest national cumulative audience to radio is up from the 232 million persons age 12+ reported a year ago in the December 2007 RADAR 94 report.

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 United States.  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.

Listening to RADAR Network Affiliate stations has also risen year over year. Over the course of a typical week, more than 210 million persons age 12+ tune to the 7,700 RADAR Network Affiliated stations up from 206 million listeners in RADAR 94.

Radio reaches more than 92% of persons 12+ each week, despite the adoption of MP3 players and the growth of Internet-only stations.  Even 90% 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. All radio stations reach nearly 93% of listeners in the 18-34 age group, a%age that has held steady since RADAR 95 reportings.

RADAR Network Affiliates (which account for over 50% of all radio stations) reach 84% of the 18-34, media-savvy demo and 85% of persons 25-54 and 18-49.