• by Jack Loechner , Staff Writer @mp_research, February 14, 2005

Who Wouldda Thunk? Radio Reaches Deepest to Upscale College Grads

According to the latest total radio listening estimates compiled by the radio network and national audience measurement service of Arbitron, radio retained its position as a mainstay medium over the past year, reaching demographics in all locations.

Initial findings indicate that, over the course of a typical week, radio reached 95 percent of Persons 18+ who live in a household with an income of $75,000 or more. Ninety-five percent of college grads listened to radio, as compared to only 92 percent of people who did not go to college. Eighty-two percent of Persons 18+ listened to radio while in their cars; 25 percent listened at work.

Over the course of a week, radio reaches more than 228 million people, or 94 percent of all persons aged 12 and older. And radio doesn't take the weekend off - more than 182 million people, or 75 percent of all Persons 12+, tune to radio on Saturday or Sunday.

Reach by Daypart
Daypart	(x000)	% Persons
12+ Mon-Fri 6AM-10AM	189,751	78
Mon-Fri 10AM-3PM	172,390	71
Mon-Fri 3PM-7PM	188,287	78
Mon-Fri 7PM -12Mid	117,850	48
Sat-Sun 12Mid-12Mid	182,376	75

With a format for virtually every age and taste, has a near-universal demographic appeal.

Reach by Demographic
Demographic(age)	Persons (x000)	% of Demographic
12-17	23,625	93
18-24	27,755	94
25-34	36,707	96
35-44	42,093	96
45-49	21,053	96
50-54	18,443	95
55-64	27,147	94
65+	31,388	87
Men 18+	98,844	94
Women 18+	105,742	94

The "go anywhere" medium, reaching people where other media cannot, especially in the car and at work.

Listening by Location
Location	Age 12+ (x000)	%Age 12+	Age 18+ (x000)	%Age 18+
At Home	161,111	66	141,688	65
In Car	196,140	81	177,656	82
At Work	56,998	23	55,465	25
Other	27,334	11	21,587	10

Ninety-seven percent of working women tune in to radio weekly. On weekends, working women continue to relax with radio.

Reaches Working Women
Daypart	Working Women 18+ (x000)	% of Demographic
Mon-Sun 6AM-12Mid	65,113	97
Mon-Fri 6AM-12Mid	64,538	96
Sat-Sun 6AM-12Mid	52,172	77

Source all data: RADAR, radio network and national audience measurement service of Arbitron Inc.

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