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Radio Reaches 234 Million People a Week

More people listening than a year ago, though fewer than earlier in 2008, RADAR numbers indicate

The RADAR summary numbers are out, which means people who sell radio for a living — when pitching ads or the industry in general — have updated data to fling around.

Arbitron says its RADAR 99 National Radio Listening Report indicates radio reached more than 234 million people age 12+ in the course of a typical week. That’s up from 232 million a year ago, though the total is down from earlier this year, when Arbitron put the number at 235 million.

More numbers for your radio sales toolkit:

  • Radio reaches more than 92 percent of persons 12+ each week, “despite the adoption of MP3 players and the growth of Internet-only stations,” Arbitron said. “Even 90 percent of the youngest radio audience, teens ages 12–17, most accustomed to using new technologies and forms of media, continue to tune in each week. All radio stations reach nearly 93 percent of listeners in the 18–34 age group, a percentage that has held steady since RADAR 95 reportings.”
  • “The diversity of formats in radio attracts advertiser-coveted demographics in both black non-Hispanic and Hispanic persons.” Ninety-three percent of black non-Hispanic persons and 93 percent of Hispanic persons age 12 and older tune into radio over the course of a week.
  • Radio reaches about 94 percent of both black non-Hispanics and Hispanics age 18-49 over the course of a week.
  • Radio reaches nearly 95 percent of college graduates ages 25–54. Ninety-five percent of adults 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 nearly 85 percent of college graduates ages 18–49 with a household income of $75,000 or more. All radio stations reach 95 percent of this age group.