More Than 239 Million Listen to Radio Every Week According to the Arbitron RADAR 105 Report
Nearly Seven Million More People Listen to RADAR Network Affiliated Stations Compared To Last Year
COLUMBIA, MD; June 15, 2010 – Radio reaches more than 239 million Persons aged 12 and older over the course of a typical week, according to the RADAR® 105 National Radio Listening Report, which releases Monday, June 21, 2010.
Since the December 2007 RADAR 95 report, the RADAR national radio listening estimates and network radio audience reports have been based on the Portable People Meter™ (PPMTM) respondents from markets where Arbitron has commercialized the PPM ratings service 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 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, nearly 220 million Persons aged 12 and older tune to more than 7,200 RADAR Network Affiliated stations, up from 213 million listeners one year ago in RADAR 101.
Radio Has Strength and Stability
Despite the adoption of MP3 players and the growth of mobile and Internet-only stations, radio reaches 93.1 percent of Persons aged 12+ each week. Even 91 percent 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 reaches 87 percent of Adults aged 18-34 who are ad elusive and media multi-taskers, up from 85 percent from one year ago.
Radio Has Universal Appeal
The diversity of formats in radio attracts advertiser-coveted demographics in both Black Non-Hispanic and Hispanic persons.
- More than 93 percent of Black Non-Hispanic persons and 95 percent of Hispanic persons, aged 12 and older tune into radio over the course of a week.
- Radio reaches more than 94 percent of both Black Non-Hispanic persons and 96 percent of Hispanic persons aged 18-49 over the course of a week.
- Network affiliated stations reach 90 percent of Black Non-Hispanic persons, and 86 percent of Hispanic persons, aged 12 and older.
Radio Reaches the Educated and Affluent
Radio reaches 96 percent of college graduates aged 25-54. Ninety-six percent 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 88 percent of college graduates aged 18-49 with a household income of $75,000 or more. All radio stations reach 96 percent of this age group.
On Monday, June 21, 2010, Arbitron will release the complete RADAR 105 Radio Network Audience Report results. RADAR, the standard currency for national network radio ratings, measures 51 individual radio networks. These networks are operated by American Urban Radio Networks, Citadel Media Networks, Crystal Media Networks, Dial Global Inc., Premiere Radio Networks, United Stations Radio Networks and Westwood One Radio Networks.
Continuing the yearlong sample size increase initiative to 395,000, the RADAR 105 sample size is 377,044. This larger sample ensures more stability for key demographic estimates, dayparts and Market-by-Market Analysis reports, which report all individual DMAs®.
Arbitron Inc. (NYSE: ARB) is a media and marketing research firm serving the media – radio, television, cable, online radio and out-of-home – as well as advertisers and advertising agencies. Arbitron’s core businesses are measuring network and local market radio audiences across the United States; surveying the retail, media and product patterns of local market consumers; and providing application software used for analyzing media audience and marketing information data. The company has developed the Portable People MeterTM, a new technology for media and marketing research.
Portable People Meter™ and PPM™ are marks of Arbitron Inc. RADAR® is a registered trademark of Arbitron Inc. DMA® is a registered service mark of Nielsen Media Research Inc., and is used pursuant to a license from Nielsen Media Research, Inc.
PPM ratings are based on audience estimates and are the opinion of Arbitron and should not be relied on for precise accuracy or precise representativeness of a demographic or radio market.