Arbitron has released highlights from its June 2012 RADAR 113 National Radio Listening Report. The report shows radio’s audience increased slightly year over year by 590,000 persons aged 12 and older, representing nearly 93 percent of the population.
In addition to increasing its audience of persons 12+, young radio listeners also increased slightly with persons 12 to 17 at 22.8 million weekly listeners. Adults aged 18 to 34 showed the largest increase year over year, adding 845,000 weekly radio listeners. Adults aged 18 to 49 and Adults aged 25-54 showed year over year declines in weekly radio listening. Radio attracts 126.3 million adults aged 18 to 49 and 119.9 million adults aged 25 to 54 on a weekly basis.
Radio’s diverse listener base saw a big jump in the June 2012 RADAR study compared to the June 2011 study. The number of Black (non-Hispanic) and Hispanic weekly radio listeners saw impressive increases across most demographic segments.
The June 2012 RADAR report also shows a significant increase in Hispanic weekly listeners. Radio’s Hispanic audience aged 12 and older grew by more than 2.5 million versus the June 2011 report. Radio reaches nearly 95 percent of Hispanics aged 12 and older.
Hispanic Adults aged 25 to 54 increased the most over the past year, adding more than 1.8 million weekly listeners. Black (non-Hispanic) listeners also grew year over year, gaining 1 million weekly listeners aged 12 and older. Radio reaches approximately 93 percent of the Black (non-Hispanic) population.
The June 2012 RADAR data also shows that more than 95 percent of adults aged 18 to 49 with a household income of $75K or more and a college degree tune in to radio on a weekly basis, that’s 22.5 million listeners in this demographic. Also, nearly 34 million, or 93 percent, of Adults aged 18 to 34 with a household income of $75K or more tune into radio on a weekly basis.