Scarborough Surprises

Radio Today 2013 was posted on "my.arbitron.com" this week (that’s the customer site where you download data) and it's full of fascinating facts about every format.  The country format data is  especially interesting, as it reflects both change and growth.

Where do country radio listeners go when they are on the Internet? 

Really, no big shocker in those stats, given that when you look at country listeners in 2013 you're looking at a very large mass audience, but what did surprise me is this comparison of country listener behaviors compared to the average radio format:

"Take college courses?"  Who knew?

Just another indication of powerful positive info on our busy and engaged audience today, just the kind of people advertisers want to reach.

Country Radio Listener Education Levels At All-Time High

More great info from Scarborough and Arbitron:

The 51.4% of the Country + New Country adult audience that has attended college reached an all-time high in Spring 2012.

- Radio Today 2013 was posted on "my.arbitron.com" this week (that’s the customer site where you download data)

Country Radio Listeners Are Affluent And Becoming More So

Radio Today 2013 was posted on "my.arbitron.com" yesterday (that’s the customer site where you download data).
 
As Country remains the No. 1 format in America with an all-time-high 12+ national share of 14.2, there is also very exciting qualitative data along with the quantitative for every format. 

I am going to share a few quick headlines over the rest of this week, which hopefully entices you to dig into the data, comparing it to your local stats.

The 26.1% of Country + New Country adult listeners that resided in households generating $75,000 or more per year in Spring 2012 was an all-time high.

The study is also chock-full of other info about Country (and all of the other top formats).