According to highlights released from Arbitron’s RADAR 108 National Listening Report, radio had added 2.1 million weekly listeners over the past two years. The report to be released on March 21, shows an increase of 2.1 million radio listeners ages twelve and older per week versus the March 2009 report. The number of persons 12+ listening to radio each week reaches 241.6 million, representing 93.1% of all persons twelve and older.
As compared to the March 2010 report, the number of radio listeners increased across all major demographics, with Adults 18-34 showing the biggest weekly gains, increasing nearly 508,000 and reaching 93.7% of all people in the group. The number of teens ages 12-17 listening to radio also increased, rising 203,000 in the past year.
The report also indicates that radio’s diversity continues to grow, with a variety of formats that appeal to various ethnic groups, particularly Black (non-Hispanic) and Hispanic. According to RADAR 108:
Radio continues to reach more than 93 percent of Black (non-Hispanic) Persons aged 12 and older and more than 95 percent of Hispanics aged 12 and older on a weekly basis.
Hispanic listeners 12 years and older continue to rise, adding roughly 1.1 million listeners, as compared to the March 2010 report. Radio reaches approximately 95% of Hispanics aged 12 and older on a weekly basis.
More young Hispanics are tuning into radio. Adult Hispanics aged 18-34 grew by 437,000 year over year. Radio now reaches almost 96% of this demographic group.
Arbitron estimates that in an average week, radio reached 96% of Adults ages 25-54 with a household income of $75,000 or more and a college education. Radio reaches approximately 95% of adults ages 18-49 with a household income of $75,000 or more.