Radio Listening on the Increase

New York, NY (December 17, 2008)--According to Arbitron's RADAR 99 National Radio Listening Report, radio reaches more than 234 million persons age 12 and older nationally over the course of a typical week.
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New York, NY (December 17, 2008)--According to Arbitron's RADAR 99 National Radio Listening Report, radio reaches more than 234 million persons age 12 and older nationally over the course of a typical week.

The latest national cumulative audience to radio is up from the 232 million persons age 12 and older reported over a year ago in the September 2007 RADAR (Radio's All Dimension Audience Research) 94 National Radio Listening Report.

Listening to RADAR Network Affiliate stations has also risen year over year. Over the course of a typical week, more than 210 million persons age 12 and older tune to the 7,700 RADAR Network Affiliated stations up from 206 million listeners in RADAR 94.

According to the report, released December 16, radio reaches more than 92 percent of persons 12+ each week, despite the adoption of MP3 players and the growth of Internet-only stations. Even 90 percent of the youngest radio audience, teens ages 12-17, most accustomed to using new technologies and forms of media, continue to tune in each week. All radio stations reach nearly 93 percent of listeners in the 18-34 age group, a percentage that has held steady since RADAR 95 reportings.

RADAR Network Affiliates (which account for over 50 percent of all radio stations) reach 84 percent of the coveted 18-34, media-savvy demographic and 85 percent of persons 25-54 and 18-49.

Ninety-five percent of adults 25-54 with a college degree and an annual income of $50,000 or more tune into radio over the course of a week. Network affiliated stations reach nearly 85 percent of college graduates ages 18-49 with a household income of $75,000 or more. All radio stations reach 95 percent of this age group.

RADAR measures 58 individual radio networks operated by ABC Radio Networks, American Urban Radio Networks, Crystal Media Networks, Dial Global Inc., Premiere Radio Networks, United Stations Radio Networks and Westwood One Radio Networks. The sample size for RADAR 99 is composed of 300,103 respondents.

Arbitron Inc.
www.arbitron.com