Despite adoption of MP3 players and the growth of online-only stations, broadcast radio reaches 92 percent of Americans ages 12+ each week.
That’s according to Arbitron, which previewed its latest RADAR National Radio Listening Report.
“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,” it found.
“Network radio also reaches nearly 85 percent of the ad elusive and media multi-taskers Adults 18–34.”
In sum, approximately 235 million people 12+ listen to radio in a typical week, the company says.
It also says the combination of PPM and diary respondents currently in place has “shown more listeners to radio over the course of a week vs. the 2007 RADAR listening reports that were based on diary respondents alone. As additional radio markets transition to electronic measurement, total radio reach is revealed to be larger than in previous surveys.”
And it said 4 million more people listen to RADAR network affiliated stations compared to a year ago.