Study: Network Radio Reaches Valuable US Audiences
Network radio reaches nearly three-fourths of Americans age 12+ each week - and, particularly, 74% of the coveted 25-54 demographic - according to the 2007 edition of Arbitron’s “Network Radio Today” report, which includes data from RADAR studies.
The 25-54 age group constitutes more than half of network radio’s audience, according to the data. And Network radio reaches a nearly equal percentage of adult men (73%) and women (72%).
The report profiles network radio - organizations that provide programs, services and commercials to local affiliate radio stations - from a national viewpoint, outlining its strength as a medium and analyzing listening behavior for several socioeconomic groups.
Among the data released in “Network Radio Today”:
- Nearly 125 million Adults 18+ (55%) listen to network radio in their cars each week.
- In-car listening accounts for 35% of all network radio listening by Adults 18+.
- Some 40% of Adults 18+ listen to network radio at home.
- Most - 60% - of listening is outside the home.Â
- Network radio reaches 7 of 10 US college graduates.
- Three quarters of those who have attended “some college,” including those still attending, listen to network radio.
- Network radio reaches 74% of those with household incomes of $50,000 or more.
- Those with annual household incomes of more than $75,000 make up 28% of network radio’s Adult 18+ audience.
The Arbitron report contains additional audience data, including by county size and segments such as working women, African Americans and Hispanic Americans.