RADAR 114: Younger Demos Boost Total Radio Listening
September 17, 2012
Arbitron has released highlights from its September 2012 RADAR 114 National Radio Listening Report, showing radio’s audience increased slightly year over year by 249,000 persons aged 12+, representing nearly 93 percent of the population.
According to Arbitron's data, younger radio listeners were largely responsible for the year-over-year increase, with Adults aged 18 to 34 showing the largest gain in weekly listeners, adding more than 800,000. Persons aged 12 to 17 increased slightly also. Radio continues to reach 91 percent of this demographic. Adults aged 18 to 49 and Adults aged 25-54 showed year over year declines in weekly radio listening, largely due to shifts in the composition of the population versus last year. Radio attracts 126 million adults aged 18 to 49 and 119.6 million adults aged 25 to 54 on a weekly basis.
Radio’s diverse listener base saw a big jump in the September 2012 RADAR study compared to September 2011. The number of Hispanic weekly radio listeners saw impressive increases across most demographic segments. Radio’s Hispanic audience aged 12 and older grew by more than 2.5 million versus the September 2011 report. Radio reaches nearly 95% of Hispanics aged 12 and older. Hispanic Teens aged 12 to 17 showed an impressive increase over the past year, rising by more than 300,000 weekly listeners.
The Black (non-Hispanic) audience also show significant gains. Radio among Black (non-Hispanic) listeners aged 12 and older grew by more than 975,000 versus September 2011. Radio reaches approximately 93 percent of the Black (non-Hispanic) population. Black (non-Hispanic) adults aged 18 to 34 showed the most gains, adding nearly half a million average weekly listeners versus last year. The adult 25 to 54 Black (non-Hispanic) demographic also showed impressive gains with an increase of more than 280,000 weekly listeners.
Additionally, more than 95 percent of adults aged 25 to 54 with a household income of $75K or more and a college degree tune in to radio on a weekly basis, that’s 25.6 million listeners in this demographic. Also, nearly 69.7 million, or 94 percent, of Adults aged 18 to 49 with a household income of $75K or more tune into radio on a weekly basis.
The sample size for the RADAR September 2012 Report is 395,727 persons aged 12 and older. The Report includes data from all 48 Arbitron PPM markets. The survey dates for RADAR 114 were from June 23, 2011 to June 20, 2012.