Network Radio Reaches 74% of Americans 12 and Up

December 28, 2010

This article is included in these additional categories:

Analytics, Automated & MarTech | Data-driven | Media & Entertainment | Radio

arbitron-radar-dec-20101.JPGNetwork radio essentially maintained its reach rate of nearly 74% among Americans age 12 and up, according to the latest Arbitron RADAR 107 report. In December 2010, network radio reached 73.7% of Americans age 12 and up, down about 0.3% from network radio’s 73.9% reach in December 2009. Despite the slight decline in year-over-year network radio reach percentage caused by population growth, network radio actually reached more people in December 2010 than it did a year earlier. In December 2010, network radio reached about 189.7 million Americans age 12 and up, an increase of 819,000 people, or 0.4%, from about 188.9 million in December 2009.

Network Radio Gains in Several Key Demographics

Among Americans 18 and up, network radio experienced a similar year-over-year reduction in reach rate even as total listeners increased. Reach rate declined 0.4%, from 74.4% to 74.1%. However, total listeners in this age bracket grew by 695,000, or 0.4%, from about 171.6 million to about 172.3 million.

In addition, network radio increased both reach rate and total listeners among Americans age 18-49 and 25-54 between December 2009 and December 2010. Among Americans 18-49, network radio’s reach rate grew 0.8%, from 76% to 76.6%. Total listeners in this demographic grew by 531,000, or 0.5%, from about 102.9 million to 103.4 million.

And in the 25-54 bracket, network radio reach climbed 0.6%, from 76.4% to 76.9%. Total listeners increased by 636,000, or 0.6%, from about 96.9 million to 97.5 million.

Network Radio Loses Listeners 35 and Up

The one demographic measured by Arbitron where network radio lost both reach percentage and total listeners between December 2009 and December 2010 was Americans 35 and up. Reach rate declined 1.2%, from 74.2% to 73.9%. Meanwhile, total listeners dropped 110,000, or a small fraction of a percentage point, from about 118.8 million to 118.7 million.

Natl Radio Revenue Jumps 10%

National radio advertising revenue totaled $700 million in Q3 2010, up 10% from Q3 2009, according to recent figures from the Radio Advertising Bureau (RAB). During the first three quarters of 2010, national advertising revenue climbed an even higher 14% to $1.97 billion.

Although local radio advertising brings in much higher total revenue, its growth rates during the third quarter and year-to-date have been much lower. Local revenues grew 3% both quarterly and year-to-date, totaling $2.97 billion and $8.46 billion, respectively.

Combined, local and national radio advertising revenue equaled $3.67 billion for the quarter and $10.43 billion year-to-date, growing 5% in both time frames. Adding the relatively small revenues derived from network, digital and off-air advertising, all radio advertising revenue totaled $4.46 billion for the quarter (up 5%) and $12.7 billion year-to-date (up 6%, as it was in Q1 and Q2 2010).

About the Data: Arbitron’s RADAR (Radio’s All Dimension Audience Research) measures 54 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. The sample size for the RADAR 107 Report is 395,198 persons aged 12 and older in 40 PPMTM markets. The survey dates for RADAR 107 are from September 17, 2009, through September 15, 2010.

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