Electronic ratings continue to suggest that radio’s total reach is broader than thought previously.
That’s a conclusion from Arbitron, which issued a summary of its latest quarterly RADAR statistics about national radio listening.
Approximately 239 million people age 12 and above listen during a typical week, Arbitron said. That number was 235 million at this time two years ago. The RADAR estimates began to include PPM data from certain markets shortly before that.
“The combination of PPM and diary respondents have shown more listeners to radio over the course of a week vs. the 2007 RADAR listening reports which were based on diary respondents alone,” the company stated.
“Listening to RADAR Network Affiliate stations has also risen year over year. Over the course of a typical week, more than 219 million persons aged 12 and older tune to more than 7,200 RADAR Network Affiliated stations, up from 212 million listeners one year ago in RADAR 100.” RADAR measures subscribing radio networks operated by American Urban Radio Networks, Citadel Media Networks, Crystal Media Networks, Dial Global Inc., Premiere Radio Networks, United Stations Radio Networks and Westwood One Radio Networks.
“As additional radio markets transition to electronic ratings, total radio reach is revealed to be larger than in previous surveys.”
Arbitron says that despite the popularity of MP3 players, mobile devices and Internet radio, radio reaches about 93 percent of Americans weekly. “Even 91 percent of the youngest radio audience, teens aged 12–17, who are most accustomed to using new technologies and forms of media, continue to tune in each week.”