Radio reaches people wherever they are: at home, at work, in the car— nearly everywhere.-- Arbitron, Radio Today 2011
Regardless of one’s age, the time of day or the listening location, Americans depend on radio as a reliable media companion for entertainment, news, information, community service and, increasingly, social networking.
Radio has always been and continues to be a vibrant and relevant part of our lives.
That's why smart management, sales and programming executives are anxiously-awaiting the 2012 update, due in early December.
An in-depth snapshot of radio listening nationwide and by individual formats, Radio Today 2012 combines Scarborough qualitative data with Arbitron audience data to develop a comprehensive profile of radio listening across America. It also examines the listening activity for the most popular radio formats representing the Fall 2011 Diary and October-November-December 2011 PPM™survey periods, often in comparison with Fall 2010 and earlier years. Features include each format’s weekly reach (Cume); national average-quarter-hour share overall in PPM™, Diary and non-Metro counties; segmentation of audience composition by age; time spent listening (TSL); educational levels; income by household; gender balance; ratings by daypart and state by state; ethnic composition in Differential Survey Treatment (DST) markets and listening by location (at home vs. out of home).
For the last few days, I've been blogging some of the stats for the country format which will appear in the new report.
More advance factoids about Country Radio Today: 1.152,900 of country's national cume of 3,480,100 (33.1%) listens at home and 66.9% (2,327,600) listens away from home.
Country's strongest average quarter hour persons daypart in the latest update of the report is Mon-Fri, 10:00 am-3:00 pm, delivering a 14.6% share of total average quarter hour persons for all formats. Weekday morning drive (6:00 am-10:00 am) delivered a 14.4% share. Weekday afternoons (3:00 pm-7:00 pm) deliver a 13.9% share, weekday evenings have a 12.0% share 12+, while weekends perform at 100% of the total week share with a 14.1%.
Country's national average 12+ total week cume audience (24,719,000) by daypart, followed by that daypart's format daypart average index compared to the Mon-Sun, 6am-Mid number:
MF 6-10 am: 33,196,100 - 137.72
MF 10-3 pm: 34,074,100 - 142.78
MF 3-7 pm: 31,485,100 - 125.5
MF 7-Mid: 11,373,700 - 39.3
Sat-Sun 6am-Mid: 19,021,600 - 77.33
Which states are best/worst for the country format? That's coming in my next post, with thanks to Arbitron.