Commentary

Anybody Listening?

by Jack Loechner , Staff Writer, October 21, 2011

Arbitron announced highlights from its September 2011 National Radio Listening Report that shows radio added more listeners versus the September 2010 report, with an additional 1.7 million listeners aged 12 and older tuning in on a average week. The number of persons twelve and older listening to radio each week now reaches an estimated 241.4 million, representing 93% of the population twelve and older.

The growth in radio listeners is largely attributed to young demographics. As compared to September 2010, the number of teen listeners aged 12 to 17 increased by 36,000 and Adults aged 18 to 34 increased by 80,000. Radio now reaches 91.9% of teens aged 12 to 17 and 93.4% of adults aged 18 to 34.

By the Numbers (Average Weekly Audience X000; RTG %)
*Study Dated*	*Persons 12+*		*Persons 12-17*		*Adults 18-34*		*Adults 18-49*		*Adults 25-54*
	*AUD*	*RTG*	*AUD*	*RTG*	*AUD*	*RTG*	*AUD*	*RTG*	*AUD*	*RTG*
Sept. 2010	239,711	93.2%	22,721	91.5%	66,229	93.8%	127,861	94.7%	120,916	95.4%
Sept. 2011	241,362	93.0	22,757	91.9	66,309	93.4	127,496	94.5	120,798	95.2
Y2Y change	1,651		36		80		-365		-118
Source: Arbitron, September 2011

Radio’s diverse listener base continues to grow, with the number of weekly listeners increasing among Black (non-Hispanic) and Hispanic Adults aged 12 and older.

According to the September 2011 report, radio continues to reach more than 93% of Black (non-Hispanic) Persons aged 12 and older and more than 95% of Hispanics aged 12 and older on a weekly basis, or 29.8 million and 36.5 million respectively
Hispanic teen listeners aged 12 to 17 rose by 86,000 listeners compared to the September 2010 report. The number of Black (non-Hispanic) teens aged 12 to 17 also rose, adding 37,000 weekly listeners
Hispanics aged 18 to 49 increased sharply in the last year, adding 482,000 weekly listeners since September 2010. There are more than 23.6 million Hispanic Adults 18 to 49 now listening to radio in an average week.

The September 2011 report indicates that in an average week, radio attracts nearly 95% of persons aged 12 and older with a household income of over $75K. Radio also attracts nearly 96% of Adults aged 18 to 49 with a college education and a household income of more than $75,000. Additionally, radio attracts 17 million, or 95%, of Adults aged 18 to 34 with a college degree.

The sample size for the RADAR 110 Report is 395,598 persons aged 12 and older. This large sample is designed to provide more stability for key demographic estimates, dayparts and Market-by-Market Analysis reports.

For more about Arbitron, please visit here.

radio, research

3 comments about "Anybody Listening?".

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Douglas Ferguson from College of Charleston, October 21, 2011 at 12:06 p.m.
Reach is not the same as AQH rating. Weekly cumes are hardly indicative of strength. Cumes are mainly used to hide overall weakness of a channel, which is why PBS uses them.
Reply

Nancy Elswick from MediaQuest, October 21, 2011 at 2:31 p.m.

Let's look closer at the numbers versus the text-conclusions: First, the U.S. population increased around .9% - however the cume listenership increased only .7% .
By age group (not accounting for population changes), it appears the 12- 24 number did improve slightly; whereas listeners age 25-44 evidenced a large decline (GenX). In order to achieve the overall increase of 1.7 million - the increase must be in the age groups of persons 45-64 and 65+.
And AQH ratings along with time spent listening are much more accurate measurements of media strength.

Paula Lynn from Who Else Unlimited, November 10, 2011 at 11:31 a.m.

10, 15 even 20 years ago and more, that $75,000 benchmark has been used. What does that mean in today's dollars ? That in itself translates differently. When asked do you listen to radio and the answer is yes, what does that mean ?