Radio Reaches Upper Income Demos

Radio put in a strong performance over the past year, reaching all demographics and socio-economic strata in the American consumer marketplace, according to the latest total radio listening estimates compiled by RADAR(r), the radio network and national audience measurement service of Arbitron Inc.
The initial findings contained in the RADAR 71 Radio Network Audience Report indicate that over the course of a typical week, radio reached 99 percent of persons 12+ living in households with an income of $50,000 or more. By contrast, radio reached only 90 percent of persons 12+ living in households with an income of $30,000 or less.
Ninety-seven percent of college grads listened to radio, while only 94 percent of people who did not go to college listened to radio over the course of a week.
Next week, Arbitron will release the complete RADAR 71 Radio Network Audience Report results including audience estimates for the individual 31 radio networks operated by ABC, American Urban Radio Network, Premiere and Westwood One.