Arbitron has published highlights from its June 2012 RADAR 113 National Radio Listening Report. Radio’s audience increased slightly year over year by 590,000 persons aged 12+, representing nearly 93% of the population.
In addition to increasing its audience of persons aged 12+, young radio listeners also increased slightly with persons aged 12-17 at 22.8 million weekly listeners. Adults 18-34 showed the largest increase year over year, adding 845,000 weekly radio listeners. Adults 18-49 and 25-54 showed year over year declines in weekly listening. Radio attracts 126.3 million adults aged 18-49 and 119.9 million Adults 25-54 on a weekly basis.
Radio’s diverse listener base saw a big jump in the June 2012 RADAR study compared to the June 2011 study. The number of Black (non-Hispanic) and Hispanic weekly radio listeners saw impressive increases across most demographic segments.
• The June 2012 RADAR report shows a significant increase in Hispanic weekly listeners. Radio’s Hispanic audience aged 12+ grew by more than 2.5 million versus the June 2011 report. Radio reaches nearly 95% of Hispanics aged 12+.
• Hispanic Adults aged 25-54 increased the most over the past year, adding more than 1.8 million weekly listeners.
• Black (non-Hispanic) listeners also grew year over year, gaining 1 million weekly listeners aged 12+. Radio reaches approximately 93% of the Black (non-Hispanic) population.
The June 2012 RADAR illustrates radio’s ability to attract affluent, educated consumers. More than 95% of adults aged 18-49 with a household income of $75K or more and a college degree tune in to radio on a weekly basis, that’s 22.5 million listeners in this demographic. Also, nearly 34 million, or 93%, of Adults aged 18-34 with a household income of $75K or more tune into radio on a weekly basis.
The sample size for the RADAR June 2012 Report is 395,655 persons 12+. The survey dates for RADAR 113 were 3/31/11 to 3/28/12.