||Radio Increases Its Reach Year-Over-Year by More than 500,000 Listeners
Arbitron Inc. unveiled this week highlights from its September 2013 RADAR® 118 National Radio Listening Report.
The report shows radio's audience again increased year over year, adding more than 500,000 weekly listeners. Radio now reaches 242.2 million listeners, or 92 percent of persons, age 12 and older, on an average weekly basis.
Additionally, daily time spent listening to radio among persons age 12 and older held steady versus the September 2012 RADAR report. People aged 12 and older who listen to the radio spend approximately 2 hours and 35 minutes a day with the medium.
Radio's Reach Continues to Grow
Over the last year, radio has continued to grow its audience, adding a half million more listeners on a weekly basis, according to a 5-year trend based on the latest September 2013 RADAR report.
The figure of 242,150,000 listeners ages 12+ revealed in the September 2013 RADAR report represented an increase from 241,611,000 listeners in September 2012 and 241,362,000 listeners in September 2011. In September 2009, the total stood at 235,172,000.
Radio continues to be a medium that reaches a diverse audience base. According to the September 2013 RADAR report, radio saw gains in the Hispanic audience across all major demographic groups versus the September 2012 report, while the Black (non-Hispanic) audience remained steady year over year.
About RADAR September 2013
- Radio's Hispanic audience aged 12 and older added 468,000 weekly listeners versus the September 2012 RADAR report. Radio reaches 94 percent of Hispanic listeners aged 12 and older in an average week.
- Young Hispanic teens aged 12 to 17 showed impressive gains versus last year, adding 265,000 weekly listeners. Radio now reaches 5.2 million Hispanic teens in an average week.
- Radio now reaches nearly 31 million Black (non-Hispanic) listeners, aged 12 and older, in an average week, or 92 percent of this demographic.
- Radio's Black (non-Hispanic) teen audience aged 12 to 17 again remained steady versus the September 2012 report.
Radio continues to reach nearly 90 percent of Black (non-Hispanic) teens in an average week.
Arbitron RADAR (Radio's All Dimension Audience Research) September 2013 is the standard currency for national network radio ratings and measures 45 individual radio networks. These networks are operated by American Urban Radio Networks, Crystal Media Networks, Cumulus Media Networks, Premiere Radio Networks, United Stations Radio Networks and WestwoodOne.
The sample size for the RADAR September 2013 is 395,897 persons aged 12 and older. This sample is designed to provide stability for key demographic estimates, dayparts, and Market-by-Market Analysis reports, which report all individual DMAs®.
The RADAR September 2013 Report includes data from all 48 Arbitron PPM® markets. The survey period for RADAR 118 covers June 21, 2012 to June 19, 2013.
(Source: Arbitron Inc., 09/09/13)