Some 95% 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, according to preliminary findings from RADAR 95 released by Arbitron.
RADAR Network affiliates (which account for over 50% of radio stations) reach 86% of that coveted demo, Arbitron said.
They also reach 85% of adults 25-54 in households with a college degree and an annual household income of $75,000 or above, according to Arbitron.
Among the additional preliminary findings of RADAR 95 December 2007 Radio Listening Estimates:
- Though the trend seems to be fewer young listeners, network radio reaches the ad-elusive and media multitasking group of teens 12-17. Overall, the 7,200+ RADAR networks reach 82% of all radio listeners age 12+ – but they reach 84% of listeners ages 12-17.
- Radio reaches 233 million listeners over the course of the week, up from RADAR 91 estimates a year ago.
- RADAR Network affiliates have consistent delivery with reaching the key young and adult demographics that advertisers target; they reach 84% of adults 18-34 and 84% of adults 25-54. They also reach 84% of adults 18-49.
- The diversity of formats in radio attracts advertiser-coveted demographics in both Black Non-Hispanic and Hispanic persons:
- 94% of Black Non-Hispanic persons and 95% of Hispanic persons, age 12 and older, tune into radio over the course of a week.
- Radio reaches 95% of Black Non-Hispanics and 96% of Hispanics age 25-54 over the course of a week.
- Radio reaches 94% of college grads age 18+. 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.
Arbitron is scheduled to release the complete RADAR 95 Radio Network Audience Report results on Monday, Dec. 17.