Arbitron: Radio's Audience Up By Half A Million In Latest RADAR Report
September 10, 2013
Arbitron has released highlights from its September 2013 RADAR 118 National Radio Listening Report. The latest report shows radio’s audience again increased year over year, adding more than 500,000 weekly listeners. Radio now reaches 242.2 million listeners, or 92 percent of persons, aged 12+, on an average weekly basis.
Additionally, daily time spent listening to radio among persons aged 12+ held steady versus the September 2012 RADAR report. People aged 12+ who listen to the radio spend approximately 2 hours and 35 minutes a day with the medium.
Over the last year, radio continues grow its audience, adding a half million more listeners on a weekly basis, according to a five year trend based on the latest September 2013 RADAR report. Weekly cume has steadily gone up since September of 2009, growing from over 235.2 million to 242.2 million now.
According to the September 2013 RADAR report, radio saw gains in the Hispanic audience across all major demographic groups versus the September 2012 report, while the Black (non-Hispanic) audience remained steady year over year.
• Radio’s Hispanic audience aged 12+ added 468,000 weekly listeners versus the September 2012 RADAR report. Radio reaches 94 percent of Hispanic listeners aged 12 and older in an average week. • Young Hispanic teens aged 12 to 17 showed impressive gains versus last year, adding 265,000 weekly listeners. Radio now reaches 5.2 million Hispanic teens in an average week. • Radio now reaches nearly 31 million Black (non-Hispanic) listeners, aged 12+, in an average week, or 92 percent of this demographic. • Radio’s Black (non-Hispanic) teen audience aged 12 to 17 again remained steady versus the September 2012 report. Radio continues to reach nearly 90 percent of Black (non-Hispanic) teens in an average week.
The sample size for the RADAR September 2013 is 395,897 persons aged 12+. The report includes data from all 48 Arbitron PPM markets. The survey period for RADAR 118 covers June 21, 2012 to June 19, 2013.