More than 239 million listen to radio every week
The weekly audience of 239 million listeners to radio represents an increase of four million listeners versus 2009 RADAR 102 report of 235 million weekly listeners.
For the 7,200+ stations affiliated with the 53 specific networks reported in RADAR, the weekly audience is 220 million Persons aged 12 and older, up by nearly six million listeners from the 214 million listeners reported one year ago in RADAR 102, according to the report.
Despite the adoption of MP3 players and the growth of mobile and internet-only stations, (terrestrial) radio reaches 93 percent of persons aged 12+ each week. Even 92 percent of teens aged 12-17, younger radio listeners who are most accustomed to using new technologies and forms of media, continue to tune in each week.
Network radio reaches 88 percent of Adults aged 18-34, the prime media multi-taskers, up from 85 percent one year ago. The diversity of formats in radio attracts advertiser-coveted demographics in both Black (Non-Hispanic) and Hispanic persons.
More than 93 percent of Black (Non-Hispanic) persons and 95 percent of Hispanic persons, aged 12 and older, tune into radio over the course of a week.
According to the report, radio reaches more than 94 percent of Black (Non-Hispanic) persons and 96 percent of Hispanic persons aged 18-49 over the course of a week. Network affiliated stations reach 90 percent of Black (Non-Hispanic) persons, and 86 percent of Hispanic persons, aged 12 and older.
Radio reaches 96 percent of college graduates aged 25-54. 96 percent of adults aged 25-54 with a college degree and an annual income of $50,000 or more tune into radio over the course of a week.
Network affiliated stations reach 88 percent of college graduates aged 18-49 with a household income of $75,000 or more. All radio stations reach 96 percent of this demographic.
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