Radio Listening Up Again in Arbitron RADAR 114 Highlights

Arbitron has revealed highlights from its September 2012 RADAR 114 National Radio Listening Report showing audience levels increased by 249,000 ages 12 and older over the last year, representing nearly 93% of the population. Young radio listeners were largely responsible for the year-over-year increase, with adults ages 18-34 showing the largest gain in weekly listeners, adding more than 800,000. Listening among 12-17 year olds increased slightly as well. Radio’s reach on adults ages 18-49 and adults 25-54 showed year over year declines in weekly radio listening however, largely due to shifts in the composition of the population versus last year. Radio attracts 126 million adults ages 18-49 and 119.6 million adults ages 25-54 on a weekly basis. Radio’s diverse listener base saw a big jump in the September 2012 RADAR study compared to the September 2011 study. The number of Hispanic weekly radio listeners saw impressive increases across most demographic segments. Hispanic audiences ages 12 and older grew by more than 2.5 million versus the September 2011 report. Radio reaches nearly 95% of Hispanics ages 12 and older. Radio reaches approximately 93% of the Black population and the Black audience showed significant gains. Among Black listeners ages 12 and older grew by more than 975,000 versus September 2011. Black adults ages 18-34 showed the most gains, adding nearly half a million average weekly listeners versus last year. The adult 25-54 Black demo also showed impressive gains with an increase of more than 280,000 weekly listeners.

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