| Radio Listening Highest Among High-Income Consumers |
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September 27, 2004
With all of the recent hand-wringing over the decline in TSL, it's nice to see a study that shows radio's overwhelming dominance with demographics that are highly coveted by advertisers. According to the recently released RADAR (Radio's All Dimension Audience Research) study from Arbitron, radio reaches 228 million people weekly, which represents 94 percent of the 12-plus U.S. population. Looking at college graduates and high-income families, radio's reach is even more impressive, as the medium is used weekly by 95 percent of these groups. Perhaps the most impressive stat is that radio reaches 97 percent of working women 18-plus over the course of a week. Statistics from the study are listed below: While morning drive (Monday-Friday 6AM-10AM) is considered prime time for radio, the medium also reaches significant numbers of listeners throughout the day. Daypart | Persons 12+ (000) | Percent
Persons 12+ | Mon-Fri 6AM-10AM | 190,060 | 78 | Mon-Fri 10AM-3PM | 172,440 | 71 | Mon-Fri 3PM-7PM | 188,675 | 78 | Mon-Fri 7PM-12Mid | 118,761 | 49 | Sat-Sun 12Mid-12Mid | 182,766 | 75 |
Radio's Reach by Demographic
Radio, with a format for virtually every age and taste, has a near-universal demographic appeal. Demographic | Persons (000) | Percent of
Demographic | Persons 12-17 | 23,705 | 93 | Persons 18-24 | 27,729 | 94 | Persons 25-34 | 36,881 | 96 | Persons 35-44 | 42,148 | 96 | Persons 45-49 | 21,076 | 96 | Persons 50-54 | 18,429 | 95 | Persons 55-64 | 27,096 | 94 | Persons 65+ | 31,307 | 87 | Men 18+ | 98,760 | 94 | Women 18+ | 105,906 | 94 |
Radio Listening by Location
Radio is the true "go anywhere" medium, reaching people where other media cannot, especially in the car and at work. Location | Persons 12+ (000) | Percent
Persons 12+ | Persons 18+ (000) | Percent
Persons 18+ | At Home | 161,923 | 67 | 142,375 | 65 | In Car | 196,207 | 81 | 177,743 | 82 | At Work | 56,894 | 23 | 55,416 | 25 | Other | 27,899 | 12 | 21,951 | 10 |
Radio Reaches Working Women
Ninety-seven percent of working women tune in to radio weekly. On weekends, working women continue to relax with radio. Daypart | Working
Women 18+ (000) | Percent of
Demographic | Mon-Sun 6AM-12Mid | 64,875 | 97 | Mon-Fri 6AM-12Mid | 64,355 | 96 | Sat-Sun 6AM-12Mid | 51,843 | 77 |
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