According to "The 2001 Study of Radio Formats," radio is still shown to reach 95% of adults each week, including 96% of African-Americans and 95% of U.S. Hispanics. Radio also continues to excel at reaching consumers outside the home. During the average Monday-Friday week, 44% of all radio listening is done in the car, and 21% is done at work or other locations outside the home.
The report, prepared by Interep Research Director, Mary Ann Slepavic using 2000 Mediamark Research, says that of the 10,000 plus commercial radio stations in the U.S., 2,036 program the Country format and 1,159 program News/Talk - the two largest formats based on number of stations.
Also, Adult Contemporary and Country formats show the overall highest reach of Adults 18+.
Regionally, Country has the highest reach in the South, North Central states, and Non- MSA areas. Adult Contemporary is top in the Northeast, West and central city areas.
The report states that CHR has the highest reach among Adults 18-34 and Modern Rock and CHR have the youngest median age of all formats. Adult Standards and Easy Listening show the highest median age.
Predictably, all Sports, AOR and Classic Rock formats have the highest concentration of male listeners. Easy Listening, all genres of Adult Contemporary and CHR have the highest female concentration.
The reports also says that all News and Classical have the highest median income of all formats and Adult Standards and All Sports formats have the highest concentration of homeowners.
The full report is available for sale to non-Interep clients at www.researchstore.com.