RADAR 95 Prelim Data: Radio Reaches 233MM Listeners per Week

December 11, 2007

This article is included in these additional categories:

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

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.

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