RADAR 94: Network Radio Reaches 233 Million Listeners per Week

Arbitron today released preliminary findings from RADAR 94, according to which 96 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, writes MarketingCharts.

RADAR Network affiliates (which account for over 50 percent of all radio stations) reach 85 percent of that coveted demo - as well as 85 percent of adults 25-54 in households with a college degree and an annual household income of $75,000 or above, Arbitron said.

While the trend in radio has fewer youth listening, network radio reaches the ad-elusive and media multitasker group of teens 12-17: Whereas overall RADAR networks reach 82 percent of all radio listeners, they reach 85 percent of teens, according to Arbitron.

Among other preliminary findings:

• Radio reaches 233 million listeners over the course of the week, according to the RADAR 94 September 2007 Radio Listening Estimates. That’s consistent from a year ago. The 7,200+ RADAR Network Affiliated stations reach 82 percent of all radio listeners.
• RADAR Network affiliates have consistent delivery, reaching key young and adult demographics that advertisers target:
• They reach 84 percent of adults 18-34 and adults 25-54.
• They also reach 84 percent of Adults 18-49.
• 94 percent of Black Non-Hispanic persons and 95 percent of Hispanic persons, age 12 and older, tune in to radio over the course of a week.
• Radio reaches 96 percent of Black Non-Hispanics and Hispanics age 25-54 over the course of a week.
• Radio reaches 94 percent of college grads age 18+.
• 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.