Network Affiliated Stations Deliver Ad Elusive Multi-taskers Ages 18-34;

Radio Reaches 95 Percent of Hispanic Audience

NEW YORK; June 16, 2008 – Arbitron released the preliminary findings from RADAR® 97, the standard currency for national network radio ratings. Below are some of the key demographic findings from the new RADAR results that advertisers look for when placing their ad buys.

Ninety-six 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 85 percent of this coveted demographic. They also reach 85 percent of adults 25-54 in households with a college degree and an annual household income of $75,000 or above.

While the trend in radio shows fewer young listeners ages 12-17, network radio reaches the ad elusive and media multi-taskers, adults 18-34. Overall, RADAR networks reach nearly 83 percent of all radio listeners ages 12+, these same networks reach 84 percent of listeners ages 18-34.

Radio Has Strength and Stability

Radio reaches more than 235 million listeners over the course of the week according to the RADAR 97 June 2008 Radio Listening Estimates. This number is up from RADAR 93 estimates of one year ago. The 7,400+ RADAR Network Affiliated stations reach 83 percent of all people aged 12 and over.

RADAR 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 nearly 85 percent of adults 25-54. They also reach almost 85 percent of adults 18-49.

Radio Has Universal Appeal

The diversity of formats in radio attracts advertiser-coveted demographics in both Black Non-Hispanic and Hispanic persons.

  • Ninety-four 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.
  • Radio reaches 95 percent of Black Non-Hispanics and 96 percent of Hispanics age 25-54 over the course of a week.

Radio Reaches the Educated and Affluent

Radio reaches 94 percent of college graduates age 18+. Ninety-six 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. 

On Tuesday, June 24, 2008, Arbitron will release the complete RADAR 97 Radio Network Audience Report results. RADAR is the standard currency for national network radio ratings, measuring 58 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, United Stations Radio Networks and Westwood One Radio Networks. The RADAR 97 survey marks the first collection of data from United Stations Radio Networks.

The sample size for RADAR 97 has been increased to more than 250,000 respondents. This continues the sample increase initiative; this larger sample ensures more stability for key demographic estimates, dayparts and Market-by-Market Analysis reports, which reports the Top 125 DMAs® for the first time in RADAR 97.

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