Arbitron today released preliminary findings from RADAR 94, according to which 96% of adults age 18-49 with a college degree and an annual household income of $50,000 or above tune into radio over the course of a week.
RADAR Network affiliates (which account for over 50% of all radio stations) reach 85% of that coveted demo – as well as 85% of adults 25-54 in households with a college degree and an annual household income of $75,000 or above, Arbitron said.
While the trend in radio has fewer youth listening, network radio reaches the ad-elusive and media multitasker group of teens 12-17: Whereas overall RADAR networks reach 82% of all radio listeners, they reach 85% of listeners ages 12-17, according to Arbitron.
Among other preliminary findings released:
Radio Is Stable
- Radio reaches 233 million listeners over the course of the week, according to the RADAR 94 September 2007 Radio Listening Estimates. That’s consistent from a year ago. The 7,200+ RADAR Network Affiliated stations reach 82% of all radio listeners.
- RADAR Network affiliates have consistent delivery, reaching key young and adult demographics that advertisers target:
- They reach 84% of adults 18-34 and adults 25-54.
- They also reach 84% of Adults 18-49.
Radio is Appealing
The diversity of formats in radio attracts advertiser-coveted demographics such as Black Non-Hispanic as well as Hispanic persons:
- 94% of Black Non-Hispanic persons and 95% of Hispanic persons, age 12 and older, tune in to radio over the course of a week.
- Radio reaches 96% of Black Non-Hispanics and Hispanics age 25-54 over the course of a week.
Radio Reaches Educated, Affluent
Radio reaches 94% of college grads age 18+, and 96% of adults 18-49 with a college degree and an annual income of $75,000 or more tune into radio over the course of a week.