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Radio Reaches More Than 235 Million Listeners Each Week According to RADAR 98


Sample size increases to more than 275,000 PPMTM and diary respondents;

Ninety-three percent of adults 18-34 tune in to the radio

Arbitron released the preliminary findings from RADAR® 98, the standard currency for national network radio ratings. 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 nearly 85 percent of this coveted demographic. They also reach close to 85 percent of adults 25-54 in households with a college degree and an annual household income of $75,000 or above.

Network affiliated stations reach the media-savvy multi-taskers, adults 18-34, reaching nearly 85 percent of these listeners. All radio stations reach 93 percent of listeners in this same age group.

Radio Has Strength and Stability

Radio reaches more than 235 million listeners over the course of a week according to the RADAR 98 September 2008 Radio Listening Estimates. This number is up from last year’s RADAR 94 estimates of 232 million listeners. There are more than 7,400 RADAR Network Affiliated stations reaching 83 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 85 percent of adults 18-49 and 85 percent of adults 25-54.

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 95 percent of college graduates age 18+. Ninety-six percent of adults 25-54 with a college degree and an annual income of $50,000 or more tune into radio over the course of a week.

On Tuesday, September 23, 2008, Arbitron will release the complete RADAR 98 Radio Network Audience Report results. RADAR, the standard currency for national network radio ratings, measures 58 individual radio networks. These networks are operated by ABC Radio Networks, American Urban Radio Networks, Crystal Media Networks, Dial Global Inc., Premiere Radio Networks, United Stations Radio Networks and Westwood One Radio Networks.

Continuing the sample increase initiative, the sample size for RADAR 98 is now composed of 275,088 respondents. This larger sample ensures more stability for key demographic estimates, dayparts and Market-by-Market Analysis reports, which will report the Top 150 DMAs® for the first time.


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