ARB's Radar: Radio's Cume Is UP 4 Million People

Radio reaches more than 235 million persons age 12 and older over the course of a typical week, according to the RADAR® 102 National Radio Listening Report which releases Monday, September 21, 2009.

Since the December 2007 RADAR 95 report, the RADAR national radio listening estimates and network radio audience reports have been based on PPMTM respondents from within commercialized PPM markets 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 measurement, 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, more than 214 million persons age 12 and older tune to the more than 7,700 RADAR Network Affiliated stations, up from 210 million listeners one year ago in RADAR 98.

Radio Has Strength and Stability

Radio reaches 92 percent of persons 12+ each week, despite the adoption of MP3 players and the growth of Internet-only stations. Even 90 percent of the youngest radio audience, teens ages 12-17, most accustomed to using new technologies and forms of media, continue to tune in each week. Network radio also reaches nearly 85 percent of the ad elusive and media multi-taskers Adults 18-34.

Radio Has Universal Appeal

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

• Ninety-two percent of Black Non-Hispanic persons and 93 percent of Hispanic persons, age 12 and older tune into radio over the course of a week.
• Radio reaches about 93 percent of both Black Non-Hispanics and Hispanics age 18-49 over the course of a week.
• Network affiliated stations reach 89 percent of Black Non-Hispanic persons, and 81 percent of Hispanic persons, age 12 and older.

Radio Reaches the Educated and Affluent

Radio reaches 95 percent of college graduates ages 25-54. Ninety-five percent of adults 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 nearly 86 percent of college graduates ages 18-49 with a household income of $75,000 or more. All radio stations reach close to 95 percent of this age group.

On Monday, September 21, 2009, Arbitron will release the complete RADAR 102 Radio Network Audience Report results. RADAR, the standard currency for national network radio ratings, measures 58 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 sample increase initiative, the sample size for RADAR 102 is now composed of 345,230 respondents. This larger sample ensures more stability for key demographic estimates, dayparts and Market-by-Market Analysis reports, which report all individual DMAs®.