Study: Network Radio Reaches Valuable US Audiences

October 9, 2007

This article is included in these additional categories:

African-American | Household Income | Media & Entertainment | Men | Radio | Women | Youth & Gen X

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. 


  • 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.


Explore More Articles.

Marketing Charts Logo

Stay on the cutting edge of marketing.

Sign up for our free newsletter.

You have Successfully Subscribed!

Pin It on Pinterest

Share This