RADAR Report: Radio Reaches 95% of 18-49s with $50K Income

Ninety-five percent of Adults age 18-49 with a college degree and an annual household income of $50,000 or above, tune in to radio over the course of a week, according to Arbitron’s new RADAR report, RADAR 95 December 2007 Radio Listening Estimates.

RADAR Network affiliates (which account for over 50 percent of all radio stations) reach 86 percent of this demo. 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, network radio reaches the “elusive” media multi-taskers, Teens 12-17. While overall, RADAR networks reach 82 percent of all radio listeners ages 12+, these same networks reach 84 percent of listeners ages 12-17.

The report also shows that:

• Radio reaches 233 million listeners over the course of the week; this number has increased from estimates one year ago.
• RADAR Network affiliates reach 84 percent of adults 18-34 and 84 percent of 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 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 94 percent of college grads 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.

About this research: RADAR is the standard currency for national network radio ratings, measuring 56 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 95 has been increased to more than 200,000 respondents.