Arbitron: Kids, 'Tweens' Listen Differently - Radio World

Arbitron: Kids, 'Tweens' Listen Differently

Arbitron: Kids, 'Tweens' Listen Differently
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More proof that boys and girls are different. According to a new survey by The Arbitron Company, radio is an effective medium for reaching children between the ages of 6 and 11 with 90% listening to radio 8 to 9 hours per week.

The "Kids and 'Tweens' Listening" survey, conducted in New York City, Minneapolis-St. Paul and Los Angeles, found that children have very distinct listening preferences that can be targeted for delivering specific messages.

Some of the study's findings include:
- Children are loyal listeners and usually stick with one or two stations
- Boys and girls show different listening preferences
- Kids and tweens show different listening preferences
- Listenership among children age 6 to 11 is strongest in the afternoon/evenings, before school in the mornings and on weekends.

Sharon Rae Pettigrew

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