Commentary

Radio Goes Everywhere And Talks to Wealth and Knowledge

Radio Goes Everywhere And Talks to Wealth and Knowledge

Radio retained its position as a mainstay medium over the past year, reaching all demographics in all locations, both in and out of home, according to the latest total radio listening estimates compiled by RADAR, (Radio's All Dimension Audience Research) of Arbitron Inc.

The initial findings contained in the RADAR 73 Radio Usage Report indicate that over the course of a typical week, radio reached 98 percent of adults 18+ who hold a professional/ managerial position and who live in a household with an income of $50,000 or more. Ninety-six percent of college grads listened to radio, while only 93 percent of people who did not go to college listened to radio over the course of a week.

In addition, network radio reached upper-income adults. Eighty-one percent of adults 18+ in households earning $75,000 or more are in the network radio audience each week. Network radio commercials were heard by 78 percent of working women and 76 percent of adults with a college degree.

Selected Audience Results from RADAR 73 (April 25, 2001 - March 27, 2002) During the survey period, 76 percent of U.S. consumers ages 12+ and 75 percent ages 18+ heard one or more network radio commercials in the course of a week. Among the prime audience demographics sought by advertisers, the commercials aired on the 31 radio networks reached:
- 79 percent of persons 12-17
- 78 percent of adults 18-49
- 81 percent of men 25-54

Over the course of a week, radio reaches almost 226 million people, or 95 percent of all Persons aged 12 and older. And radio doesn't take the weekend off-more than 187 million people, or 79 percent of all Persons 12+, tune to radio on Saturday or Sunday.

While morning drive (Monday-Friday, 6A-10A) is considered prime time for radio, the medium also reaches significant numbers of listeners throughout the day.

Monday-FridayPersons 12+(000)Percent Persons 12+
6A-10A191,46681
10A-3P179,15376
3P-7P188,22579
7P-120Mid128,61254
Sat–Sun
12Mid-12Mid187,02179

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Radio, with a format for virtually every age and taste, has a near universal demographic appeal.

DemographicPersons (000)Percent of Demographic
All Persons  
12-1723,98698
18-2426,79696
25-3437,78397
35-4443,30597
45-4920,24396
50-5417,83096
55-6424,85995
65+30,78487
Men  
18+ 98,10096
Women  
18+ 103,50094

Radio is the true "go anywhere" medium, reaching people where other media cannot.

LocationPersons 12+ (000)Percent Persons 12+
In Home 164,24669
In Automobile 197,35583
Other Places 85,26336

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

DaypartWorking Women 18+(000)Percent of Demographic
Monday-Sunday
12Mid-12Mid60,48397
Monday-Friday
12Mid-12Mid60,05997
Saturday-Sunday
12Mid-12Mid50,23381

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