Six million more listen to RADAR-affiliated stations vs. last year


Radio reaches more than 236 million persons aged 12+ over the course of a typical week, according to the RADAR 103 National Radio Listening Report, which releases 12/14.

Since the December 2007 RADAR 95 report, the RADAR national radio listening estimates and network radio audience reports have been based on the PPM respondents from markets where Arbitron has commercialized the PPM ratings service 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 ratings, 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 216 million persons aged 12+ tune to the nearly 7,700 RADAR Network Affiliated stations, up from 210 million listeners one year ago in RADAR 99.

Despite the adoption of MP3 players and the growth of Internet-only stations, radio reaches 92.5% of persons aged 12+ each week. Even 90% of the youngest radio audience, teens aged 12-17, who are most accustomed to using new technologies and forms of media, continue to tune in each week. Network radio also reaches 86% of Adults aged 18-34 who are ad elusive and media multi-taskers.

The diversity of formats in radio attracts advertiser-coveted demographics in both Black Non-Hispanic and Hispanic persons.

•         Nearly 93% of Black Non-Hispanic persons and nearly 94% of Hispanic persons, aged 12+ tune into radio over the course of a week.

•         Radio reaches about 94% of both Black Non-Hispanics and Hispanics aged 18-49 over the course of a week.

•         Network affiliated stations reach 89% of Black Non-Hispanic persons, and 83% of Hispanic persons, aged 12+.

Radio reaches 95% of college graduates aged 25-54. Nearly 96% of adults aged 25-54 with a college degree and an annual income of $50,000 or more tune into radio over the course of a week. 

Network affiliated stations reach 87% of college graduates aged 18-49 with a household income of $75,000 or more.  All radio stations reach 95% of this age group.