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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