RADAR 92: RADIO REACHES 232M LISTENERS WEEKLY Alexandra Cahill – Radio and Records Arbitron has announced the initial results of the RADAR 92 March 2007 Radio Listening Estimates, which reveal that radio reaches educated and affluent consumers, including 95% of college grads age 18 and over.
Also according to the preliminary findings, the diversity of radio formats appeals to a broad audience. Ninety-five percent of Black Non-Hispanics and 95% of Hispanic persons age 12 and over tune into radio during the week.
Finally, radio is a strong and stable medium. The RADAR 92 Radio Listening Estimates reveal that 232 million people listen to radio during the week. This data remains the same as a year ago. RADAR Network Affiliated stations (which account for 55% of all radio stations) consistently reach the young and adult demographics desirable to advertisers: 84% of teens 12-17 and 85 % of adults 18-34 and 25-54.
The RADAR 92 data represents the standard currency for national network radio ratings. Fifty-five networks owned by ABC Radio Networks, American Urban Radio Networks, Crystal Media Networks, Dial Global Inc., Jones Media America Inc., Premiere Radio Networks and Westwood One Radio Networks are monitored to compile the listening estimates.
Arbitron will release the complete RADAR 92 Radio Network Audience findings on Monday, March 26. |