Radio Adds More than 1.6 Million Weekly Listeners, According to the RADAR March 2013 Report
COLUMBIA, MD; March 11, 2013—Arbitron Inc. (NYSE: ARB) announced today highlights from its March 2013 RADAR® 116 National Radio Listening Report. The report shows radio’s audience increased year over year, adding more than 1.6 million weekly listeners. Radio now reaches 242.8 million listeners on an average weekly basis.
Teens aged 12 to 17 shows the largest gains among the major age demographics. Radio now reaches nearly 23 million teens in an average week. Radio listening also remains steady among Adults aged 18 to 34, reaching 66.5 million people, or 92%, in this demographic.
Radio’s Diversity
Radio continues to reach a large, diverse audience. According to the March 2013 RADAR report, radio saw gains in the Black (non-Hispanic) audience across all major demographic groups versus the March 2012 report. The Hispanic audience also grew, adding nearly 1.1 million listeners in an average week.
- Radio’s Black (non-Hispanic) audience aged 12 and older added 741,000 weekly listeners versus the March 2012 RADAR report. Radio reaches more than 92% of Black (non-Hispanic) listeners aged 12 and older in an average week.
- Black (non-Hispanic) Adults aged 18 to 34 shows the most gain, adding more than 200,000 listeners in an average week, versus the year ago report.
- Radio now reaches more than 39.5 million Hispanics aged 12 and older in an average week, or 95% of this demographic.
- Hispanic adults aged 25 to 54 shows the largest gains, adding more than 1.1 million weekly listeners versus the year ago report.
Radio Expands Its Audience with New Platforms
A new feature in the RADAR 116 March 2013 report is the inclusion of listening metrics for HD multicasts and AM/FM/HD streaming stations. The data shows that radio is using new platforms effectively to reach more listeners. According to the RADAR March 2012 report, HD multicasts reach nearly 3.6 million persons aged 12 and older. Streams of AM/FM/HD radio also reach a broad audience. More than 5.4 million persons aged 12 and older tune into AM/FM/HD streams during an average week. Adults aged 18 to 49 make up the majority of this audience, with more than 3.5 million people in this demographic accessing streaming AM/FM/HD stations in an average week.
About RADAR March 2013
Arbitron RADAR (Radio’s All Dimension Audience Research) March 2013 is the standard currency for national network radio ratings and measures 46 individual radio networks. These networks are operated by American Urban Radio Networks, Crystal Media Networks, Cumulus Media Networks, Dial Global Inc., Premiere Radio Networks, and United Stations Radio Networks.
The sample size for the RADAR March 2013 is 395,844 persons aged 12 and older. This large sample is designed to provide more stability for key demographic estimates, dayparts, and Market-by-Market Analysis reports, which report all individual DMAs®.
The RADAR March 2013 Report includes data from all 48 Arbitron PPM™ markets. The survey dates for RADAR 116 were from January 5, 2012 to December 5, 2012.
About Arbitron Inc.
Arbitron Inc. (NYSE: ARB) is an international media and marketing research firm serving the media—radio, television, cable, and out-of-home—the mobile industry, as well as advertising agencies and advertisers around the world. Arbitron's businesses include: measuring network and local market radio audiences across the United States; surveying the retail, media, and product patterns of U.S. consumers; providing mobile audience measurement and analytics in the United States, Europe, Asia, and Australia; and developing application software used for analyzing media audience and marketing information data.
The Company has developed the Portable People Meter™ (PPM®) and the PPM 360™, new technologies for media and marketing research.
Portable People Meter™, PPM®, and PPM 360™ 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.
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