Radio Listener Report Preview

So far, so good. While I write and talk about integrating the internet into your marketing plans for the future, there continues to be good news for certain types of traditional media. This is from MarketingCharts.com:

RADAR 96: Radio Reaches More Than 235MM Listeners per Week

Some 95% of adults age 18-49 with a college degree and an annual household income of $50,000 or more tune into radio over the course of a week, according to preliminary findings from RADAR 96 issued today by Arbitron.

RADAR Network affiliates (which account for over 50% of all radio stations) reach 84% of that coveted demo - and also reach 84% of adults 25-54 in households with a college degree and an annual household income of $75,000 or more, Arbitron said.

The trend in radio is toward fewer young listeners, but network radio reaches the ad-elusive and media multitasker group of adults 18-34: RADAR networks reach 82% of all radio listeners age 12 and over - but they reach 84% of listeners age 18-34, according to the data.

Among the findings issued:

• Radio reaches more than 235 million listeners over the course of the week according to the RADAR 96 March 2008 Radio Listening Estimates. That number has increased progressively from estimates one year ago, from RADAR 92 estimates.
• RADAR Network affiliates consistently reach key young and adult demographics: 84% of adults 18-34; 84% of adults 25-54; 84% of adults 18-49.
• 94% of college grads age 18+ and 96% of adults 18-49 with a college degree and an annual income of $75,000.
• The diversity of formats in radio attracts advertiser-coveted demographics in both Black Non-Hispanic and Hispanic persons.
  • 94% of Black Non-Hispanic persons and 95% of Hispanic persons, age 12 and older tune into radio over the course of a week.
  • Radio reaches 95% of Black Non-Hispanics and 96% of Hispanics age 25-54 over the course of a week.

About the data: Arbitron is scheduled to release the complete RADAR 96 Radio Network Audience Report results on March 25. The sample size for RADAR 96 has been increased to more than 225,000 respondents.

Sphere: Related Content