ByrnesMedia

RADIO REACHES 233 MILLION LISTENERS PER WEEK, ACCORDING TO RADAR® 94

Radar Network Affiliated Stations Deliver 85 Percent of Elusive Teen Demos

Arbitron Release

Arbitron today released preliminary findings from Radar® 94. Below are some of the key demographic findings from the new Radar results that advertisers look for when placing their ad buys.

 

Ninety six percent of Adults age 18-49 with a college degree and an annual household income of $50,000 or above, tune into radio over the course of a week. Radar Network affiliates (which account for over 50 percent of all radio stations) reach 85 percent of this coveted demo. They also reach 85 percent of adults 25-54 in households with a college degree and an annual household income of $75,000 or above.

 

While the trend in radio shows fewer young listeners, network radio reaches the ad elusive and media multi-taskers, Teens 12-17. While overall, Radar networks reach 82 percent of all radio listeners, these same networks reach 85 percent of listeners ages 12-17.

 

Radio Has Strength and Stability

 

  • Radio reaches 233million listeners over the course of the week according to the Radar 94 September 2007 Radio Listening Estimates. This remains consistent from a year ago. The 7,200+ Radar Network Affiliated stations reach 82 percent of all radio listeners.
  • Radar Network affiliates have consistent delivery reaching key young and adult demographics advertisers target; they reach 84 percent of adults 18-34 and adults 25-54. They also reach 84 percent of Adults 18-49.

 

Radio Has Universal Appeal

 

The diversity of formats in radio attracts advertiser coveted demographics in both Black Non-Hispanic and Hispanic persons.

 

  • Ninety-four percent of Black Non-Hispanic persons and 95 percent of Hispanic persons, age 12 and older tune into radio over the course of a week.
  • Radio reaches 96 percent of Black Non-Hispanics and Hispanics age 25-54 over the course of a week.

 

Radio Reaches the Educated and Affluent

 

Radio reaches 94 percent of college grads age 18+. Ninety-six percent of adults 18-49 with a college degree and an annual income of $75,000 or more tune into radio over the course of a week.

 

On Tuesday, September 25, 2007, Arbitron will release the complete Radar 94 Radio Network Audience Report results. Radar is the standard currency for national network radio ratings, measuring 56 individual radio networks. These networks are operated by ABC Radio Networks, American Urban Radio Networks, Crystal Media Networks, Dial Global Inc., Jones MediaAmerica Inc., Premiere Radio Networks and Westwood One Radio Networks.

 

The sample size for Radar 94 has been increased to more than 180,000 diarykeepers, This is part of a continuing sample increase initiative, with a goal of 200,000 diarykeepers by December 2007. This larger sample ensures more stability for key demographic estimates, dayparts and Market-by-Market Analysis reports, which will report the Top 75 DMAs.

[ Email this article | Return to ByrnesMedia Main Page ]