Arbitron Research Tool Adds ‘At Work’ Listening

Future RADAR reports will feature “at work” listening estimates, Arbitron said.
The company can include that information now that it is using diaries for the RADAR research, which measure listening to radio networks.
Its current report also indicates that, over the course of a typical week, radio reached 96 percent of adults who live in a household with an income of $75,000 or more.
“Ninety-five percent of college grads listened to radio as compared to only 92 percent of people who did not go to college. Eighty-one percent of Adults 18+ listened to radio while in their cars; 27 percent listened at work,” Arbitron stated.