RADAR 115: Radio Listening Remains Steady
December 3, 2012

Arbitron has announced highlights from its December 2012 RADAR 115 National Radio Listening Report. The newest report shows radio’s audience holding steady year over year, reaching more than 241 million listeners, or more than 92 percent of the U.S. population, on an average weekly basis.

Adults 18 to 34 shows the largest gains among the major age demographics, adding more than 600,00 weekly listeners. Radio now reaches nearly 67 million adults aged 18-34 in an average week. Radio listening also remains steady across all other major demographics. Radio reaches nearly 126 million adults aged 18 to 49 and more than 119 million adults aged 25 to 54 in an average week.

According to RADAR 115, radio’s diverse listener base continues to see large increases in the December 2012 study compared to December 2011:
• Radio’s Hispanic audience aged 12 and older rises by nearly 2.5 million listeners versus the December 2011 report.  Radio reaches nearly 95 percent of Hispanics aged 12 and older. 
• Hispanic adults aged 25 to 54 shows an impressive increase over the past year, rising by more than 1.8 million weekly listeners.  
• The Black (non-Hispanic) audience also shows significant gains. Radio among Black (non-Hispanic) listeners aged 12 and older increases by more than 920,000 versus December  2011. Radio reaches approximately 92.4 percent of the Black (non-Hispanic) population. 
• Black (non-Hispanic) adults aged 18 to 34 continues to show significant gains, adding nearly half a million average weekly listeners versus last year
.

Arbitron adds that the December 2012 RADAR report illustrates radio’s ability to attract affluent, educated consumers.  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, which is nearly 26 million listeners in this demographic. Also, nearly 70 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 December 2012 Report is 395,823 persons aged 12 and older. The RADAR December 2012 Report includes data from all 48 Arbitron PPM markets. The survey dates for RADAR 115 were from September 15, 2011 to September 12, 2012.




 
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Christopher K
APD/MD, KDND & KUDL
Sacramento

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