RADAR 115: Radio Listening Remains Steady

Arbitron is offering some early highlights from its December 2012 RADAR 115 National Radio Listening Report. The new report shows radio’s audience holding steady year over year, reaching more than 241 million listeners, or more than 92 percent of the U.S. population, on an average weekly basis. The Adults 18 to 34 demo shows the largest gains among the major age demographics, adding more than 600,000 weekly listeners. Radio now reaches nearly 67 million adults aged 18-34 in an average week, says Arbitron. Radio listening also remains steady across all other major demographics. Radio reaches nearly 126 million adults aged 18 to 49 and more than 119 million adults aged 25 to 54 in an average week. "Radio's diverse listener base continues to see large increases in the December 2012 RADAR study compared to the December 2011 study," says the ratings company in the RADAR 115 preview. "Radio's Hispanic audience aged 12 and older rises by nearly 2.5 million listeners versus the December 2011 report. Radio reaches nearly 95% of Hispanics aged 12 and older. Hispanic adults aged 25 to 54 shows an impressive increase over the past year, rising by more than 1.8 million weekly listeners. The Black (non-Hispanic) audience also shows significant gains. Radio among Black (non-Hispanic) listeners aged 12 and older increases by more than 920,000 versus December 2011. Radio reaches approximately 92.4% of the Black (non-Hispanic) population. Black (non-Hispanic) adults aged 18 to 34 continues to show significant gains, adding nearly half a million average weekly listeners versus last year." Arbitron also writes that "Radio Delivers Affluent, Educated Adults," telling us, "The December 2012 RADAR report illustrates radio's ability to attract affluent, educated consumers. More than 95% of adults aged 25 to 54 with a household income of $75K or more and a college degree tune in to radio on a weekly basis, that's nearly 26 million listeners in this demographic. Also, nearly 70 million, or 94%, of Adults aged 18 to 49 with a household income of $75K or more tune into radio on a weekly basis."