SCBA shares good news for radio from Scarborough Research’s Los Angeles syndicated local market database and Arbitron’s PPM ratings data for October-November 2008:
Adults 18-34: 92.5% listen to the radio at work, Monday-Friday, 5 a.m.-8 p.m., compared to the 42.8% who watch primetime TV on any of the five networks, Monday-Saturday, 8-11 p.m., and Sunday, 7-11 p.m.
Adults 25-54: 94.5% listen to the radio, while 49.4% watch primetime network TV.
Adults 18+ who work full- or part-time in L.A., 94.7% listen to the radio during work hours, and 51% seek out primetime network TV shows.
Scarborough is a joint venture between Arbitron and the Nielsen Company
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