Radio is still Alive

From the not too distant past, in my email archive:

More Than 235 Million Listen to Radio Every Week

Arbitron Report Reveals a Growing Audience

Radio reaches more than 235 million persons age 12 and older over the course of a typical week, according to the RADAR® 101 National Radio Listening Report.

Since the December 2007 RADAR 95 report, the RADAR national Radio listening estimates and network Radio audience reports have been based on PPMTM 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.

As additional Radio markets transition to electronic measurement, 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 213 million persons age 12 and older tune to the more than 7,700 RADAR Network Affiliated stations, up from 210 million listeners one year ago in RADAR 97.

Radio has strength and stability
Radio reaches 92 percent of persons 12+ each week, despite the adoption of MP3 players and the growth of Internet-only stations. Even 89 percent of the youngest Radio audience, teens ages 12-17 who are most accustomed to using new technologies and forms of media, continue to tune in each week. Network Radio also reaches nearly 85 percent of the ad elusive and media multi-taskers Adults 18-34 category.

Radio has universal appeal
The diversity of formats in Radio attracts advertiser-coveted demographics in both Black Non-Hispanic and Hispanic persons.

· Ninety-two percent of Black Non-Hispanic persons and 93 percent of Hispanic persons, age 12 and older, tune in to Radio over the course of a week.

· Radio reaches about 93 percent of both Black Non-Hispanics and Hispanics age 18-49 over the course of a week.

Radio reaches the educated and affluent
Radio reaches more than 94 percent of college graduates ages 25-54. Ninety-five percent of adults 25-54 with a college degree and an annual income of $50,000 or more tune in to Radio over the course of a week.

Network affiliated stations reach nearly 86 percent of college graduates ages 18-49 with a household income of $75,000 or more. All Radio stations reach close to 94 percent of this age group.

(Source: Arbitron Inc., 06/15/09)

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