RADAR 97: 96% of College-Educated Adults under Age 50 Listen to Radio - Media Buy...

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RADAR 97: 96% of College-Educated Adults under Age 50 Listen

to Radio

Some 96% 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, according to preliminary
findings from Arbitron’s RADAR 97 June 2008 Radio Listening Estimates.

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

Additional demographic findings from the new RADAR results:

z Radio reaches more than 235 million listeners over the course of the week. The 7,400+ RADAR
Network Affiliated stations reach 83% of all people aged 12 and over.
z While the trend in radio shows fewer young listeners ages 12-17, network radio reaches the ad-
elusive and media multitaskers, adults 18-34.
z Overall, RADAR networks reach nearly 83% of all radio listeners ages 12+; 84% of listeners ages 18-
34; nearly 85% of adults 25-54; and almost 85% of adults 18-49.
z The diversity of formats in radio attracts advertiser-coveted demographics in both Black Non-Hispanic
and Hispanic persons:
{ 94% of Black Non-Hispanic persons and 95% of Hispanic persons, age 12 and older tune into
radio over the course of a week.
{ Radio reaches 95% of Black Non-Hispanics and 96% of Hispanics age 25-54 over the course
of a week.
z Radio reaches 94% of college graduates age 18+, and 96% 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.
Related topics: Planning, Research, Latin America, Demographics, African American, Radio...

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RADAR 97: 96% of College-
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http://www.mediabuyerplanner.com/2008/06/16/radar-97-96-of-college-educated-adults-u... 6/17/2008