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Radio Reaches 233 Million Listeners per Week, According to RADAR® 95


ADAR Network Affiliated Stations Deliver 84 Percent of Elusive Teen Demos

Arbitron today released preliminary findings from RADAR® 95. Below are some of the key demographic findings from the new RADAR results that advertisers look for when placing their ad buys.

Ninety-five percent 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. RADAR Network affiliates (which account for over 50 percent of all radio stations) reach 86 percent of this coveted demo. They also reach 85 percent of adults 25-54 in households with a college degree and an annual household income of $75,000 or above.

While the trend in radio shows fewer young listeners, network radio reaches the ad elusive and media multi-taskers, Teens 12-17. While overall, RADAR networks reach 82 percent of all radio listeners ages 12+, these same networks reach 84 percent of listeners ages 12-17.

Radio Has Strength and Stability
• Radio reaches 233 million listeners over the course of the week according to the RADAR 95 December 2007 Radio Listening Estimates. This number has increased from estimates one year ago from RADAR 91 estimates. The 7,200+ RADAR Network Affiliated stations reach 82 percent of all people aged 12 and over.

• RADAR Network affiliates have consistent delivery with reaching the key young and adult demographics that advertisers target; they reach 84 percent of adults 18-34 and 84 percent of adults 25-54. They also reach 84 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, December 17, 2007, Arbitron will release the complete RADAR 95 Radio Network Audience Report results. RADAR is the standard currency for national network radio ratings, measuring 56 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 95 has been increased to more than 200,000 respondents. This concludes the current sample increase initiative; this larger sample ensures more stability for key demographic estimates, dayparts and Market-by-Market Analysis reports, which will report the Top 100 DMAs®.

About Arbitron
Arbitron Inc. (NYSE: ARB) is an international media and marketing research firm serving the media – radio, television, cable, online radio and out-of-home – as well as advertisers and advertising agencies in the United States and Europe. Arbitron’s core businesses are measuring network and local market radio audiences across the United States; surveying the retail, media and product patterns of local market consumers; and providing application software used for analyzing media audience and marketing information data. The company has developed the Portable People Meter, a new technology for media and marketing research.

Arbitron’s marketing and business units are supported by a world-renowned research and technology organization located in Columbia, Maryland. Arbitron has approximately 2,100 employees; its executive offices are located in New York City.

Through its Scarborough Research joint venture with The Nielsen Company, Arbitron provides additional media and marketing research services to the broadcast television, newspaper and online industries.


Portable People MeterTM and PPMTM are marks of Arbitron Inc. RADAR® is a registered trademark of Arbitron Inc. DMA® is a registered service mark of Nielsen Media Research Inc., and is used pursuant to a license from Nielsen Media Research, Inc.


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