Talk Radio Fans Measure Older, More Affluent
The study also reveals better-educated and affluent individuals are more likely to be News/Talk radio listeners. Over half (52%) of listeners are white-collar workers. Individuals with postgraduate degrees are 82% more likely to tune in than the market average, and 37% of people who have a household income of $250,000 or more listen to the News/Talk radio format.
The markets that have the highest penetrations of News/Talk radio listeners are St. Louis (40%), Milwaukee (39%), Seattle/Tacoma (37%), Boston and Cincinnati (both 34%). The markets with the lowest penetrations are Honolulu (9%), Memphis and Greenville (10%), Charleston (11%) and Lexington, Mobile and Wilkes-Barre (which all come in at 12%). Penetrations for some other metropolitan cities include Chicago (28%), Washington, DC (21%) and New York (17%).