Number Of People Using Radio Remains Steady
February 14. 2006

Arbitron has released its newest update for People Using Radio (PUR), with the latest fall ratings showing a slight uptick in the overall number for the first time since the spring of 2004. The fall average for persons 12+ was up to 14.3, up from 14.2 in the summer. The number had either declined or plateaued since the spring of '04, when it went up to 14.7 from 14.6 in the winter before.

Listenership amongst the youngest listeners, however, continues to decline. For teenagers 12-17, their PUR number has reached a new low of 9.2, after a slight, steady increase over the past year. Looking just at boys 12-17, they have also hit a new listenership low at 7.9.

PUR numbers for many other demographics did see an increase. Most overall age groups saw their listenership climb for the fall, including persons 18+ (going from 14.7 to 14.9). Arbitron's entire PUR research can be seen here.




 
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Mike “OD” O’Donnell, OM
Entercom
Scranton Wilkes-Barre, PA

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