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Radio’s Weekly Reach Estimated at 239 Million

Arbitron updates its estimate with the latest RADAR report

In advance of each quarterly RADAR network listening report, Arbitron issues a summary measuring the reach of radio in a typical week in the United States.

With RADAR 106 pending, the company now says radio reaches about 239 million (age 12+) in a given week.

That’s 4 million more than a year ago.

“For the 7,200+ stations affiliated with the 53 specific networks reported in RADAR, the weekly audience is 220 million persons aged 12 and older, up by nearly 6 million listeners from the 214 million listeners reported one year ago in RADAR 102,” it continued.

It also updated some of its other statistics about radio’s reach:

“Despite the adoption of MP3 players and the growth of mobile and Internet-only stations, (terrestrial) radio reaches 93 percent of persons aged 12+ each week. Even 92 percent of teens aged 12–17, younger radio listeners who are most accustomed to using new technologies and forms of media, continue to tune in each week.

“Network radio reaches 88 percent of adults aged 18–34, the prime media multi-taskers, up from 85 percent one year ago.”

It said radio continues to attract high percentages of Hispanics, blacks, the college-educated and other demographics sought by advertisers.

The report includes data from PPM markets commercialized during the summer 2009, fall 2009, winter 2010 and spring 2010 diary survey period.