today released preliminary findings from RADAR® 96. Below are some of
the key demographic findings from the new RADAR results that advertisers look
for when placing their ad buys.
percent of adults age 18-49 with a college degree and an annual household income
of $50,000 or above, tune into radio over the course of a week. RADAR Network
affiliates (which account for over 50 percent of all radio stations) reach 84
percent of this coveted demo. They also reach 84 percent of adults 25-54 in
households with a college degree and an annual household income of $75,000 or
trend in radio shows fewer young listeners, network radio reaches the ad elusive
and media multi-taskers, Adults 18-34. While overall, RADAR networks reach 82
percent of all radio listeners ages 12+, these same networks reach 84 percent of
listeners ages 18-34.
Strength and Stability
reaches more than 235 million listeners over the course of the week according to
the RADAR 96 March 2008 Radio Listening Estimates. This number has increased
progressively from estimates one year ago from RADAR 92 estimates. The 7,200+
RADAR Network Affiliated stations reach 82 percent of all people aged 12 and
Network affiliates have consistent delivery with reaching the key young and
adult demographics that advertisers target; they reach 84 percent of adults
18-34 and 84 percent of adults 25-54. They also reach 84 percent of Adults
The diversity of formats in radio attracts advertiser-coveted demographics in
both Black Non-Hispanic and Hispanic persons.
Ninety-four (94) percent of Black Non-Hispanic persons and 95 percent of
Hispanic persons, age 12 and older tune into radio over the course of a week.
reaches 95 percent of Black Non-Hispanics and 96 percent of Hispanics age 25-54
over the course of a week.
Reaches the Educated and Affluent
Radio reaches 94 percent of college grads age 18+. Ninety-six (96) percent of
adults 18-49 with a college degree and an annual income of $75,000 or more tune
into radio over the course of a week.
March 25, 2008, Arbitron will release the complete RADAR 96 Radio Network
Audience Report results. RADAR is the standard currency for national network
radio ratings, measuring 57 individual radio networks. These networks are
operated by ABC Radio Networks, American Urban Radio Networks, Crystal Media
Networks, Dial Global Inc., Jones MediaAmerica Inc., Premiere Radio Networks and
Westwood One Radio Networks.
The sample size for RADAR 96 has
been increased to more than 225,000 respondents. This begins
a new sample increase initiative; this larger sample ensures more stability for
key demographic estimates, dayparts and Market-by-Market Analysis reports, which
reports the Top 100 DMAs®.