Nielsen: Radio Audience Shows Big Growth Since March 2013
March 10, 2014

Nielsen has released its latest quarterly report of network radio ratings, RADAR March 2014, and the latest study shows that total U.S. radio audience has increased by more than 1.2 million weekly listeners since March 2013. Radio now reaches 244.4 million Americans on an average weekly basis (during the Mon-Sun 12M-12M daypart), says Nielsen, totaling 92 percent of the total U.S. population ages 12 and older. Daily time spent listening among radio listeners ages 12 and up now averages approximately 2 hours and 41 minutes a day, holding steady from the previous year.

The March RADAR report also shows the national audience aged 18-to-34 grew by more than half a million compared to the previous year, reaching 91.9 percent of all 18-to-34-year-olds.
Radio's national reach also increased among African-American and Hispanic audiences. The medium now reaches more than 31 million African-American listeners ages 12 and older in an average week, or 91.7 percent of the total U.S. African-American population. Hispanic audiences grew by more than half a million (574,000) listeners, meaning radio now reaches 93.6 percent of all Hispanics in the U.S. ages 12 and older in an average week. The increase among Hispanics was spread evenly among those demographics aged 18 to 34 (added 286,000 more listeners), 18 to 49 (298,000 more listeners) and 25 to 54 (243,000 more listeners), Nielsen reports.




 
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Brad Savage, PD
WAPS/Akron

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