Radio Reaches 232 Million Listeners per Week, According to RADAR® 93
RADAR Network Affiliated Stations Deliver 85 Percent of Upscale, Educated Radio Listeners
Arbitron today released preliminary findings from RADAR® 93. Below are some of the key demographic findings from the new RADAR results that advertisers look for when placing their ad buys.
Ninety six percent of Adults age 25-54 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 percent of all radio stations) reach 85 percent of this coveted demo. They also reach 86 percent of adults 18-49 in households with a college degree and an annual household income of $75,000 or above.
Radio Has Strength and Stability
Radio reaches 232 million listeners over the course of the week according to the RADAR 93 June 2007 Radio Listening Estimates. This remains consistent from a year ago.
The 7,100+ RADAR Network Affiliated stations reach 82 percent of all radio listeners.
RADAR Network affiliates have consistent delivery reaching the key young and adult demographics advertisers target; they reach 84 percent of teens 12-17, adults 18-34 and adults 25-54. They also reach 85 percent of Adults 18-49.
Radio Has Universal Appeal
The diversity of formats in radio attracts advertiser coveted demographics in both Black Non-Hispanic and Hispanic persons.
Ninety-four percent of Black Non-Hispanic persons and 95 percent of Hispanic persons, age 12 and older tune into radio over the course of a week. Radio reaches 95 percent of Black Non-Hispanics and 96 percent of Hispanics age 25-54 over the course of a week.
Radio Reaches the Educated and Affluent
Radio reaches 94 percent of college grads age 18+. Ninety-six percent 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.
On Monday, June 25, Arbitron will release the complete RADAR 93 Radio Network Audience Report results. RADAR is the standard currency for national network radio ratings, measuring 55 individual radio networks. These networks are operated by ABC Radio Networks, American Urban Radio Networks, Crystal Media Networks, Dial Global Inc., Jones MediaAmerica Inc., Premiere Radio Networks and Westwood One Radio Networks.
The sample size for RADAR 93 has been increased to more than 160,000 diarykeepers, This is part of a new sample increase initiative, with a goal of 200,000 diarykeepers by December 2007. This larger sample ensures more stability for key demographic estimates, dayparts and Market-by-Market Analysis reports, which will report the Top 75 DMAs for the first time, up from the Top 50 DMAs.
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