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Radio Reaches 94% Of Blacks Weekly

COLUMBIA, MD - Radio reaches more than 239 million Persons aged 12 and older over the course of a typical week, according to the RADAR® 106 National Radio Listening Report, which releases Monday, September 20, 2010.

The weekly audience of 239 million listeners to radio represents an increase of four million listeners versus the year ago RADAR 102 report of 235 million weekly listeners.

For the 7,200+ stations affiliated with the 53 specific networks reported in RADAR, the weekly audience is 220 million Persons aged 12 and older, up by nearly 6 million listeners from the 214 million listeners reported one year ago in RADAR 102.

Radio Retains Its Strength and Stability

Despite the adoption of MP3 players and the growth of mobile and Internet-only stations, (terrestrial) radio reaches 93 percent of Persons aged 12+ each week. Even 92 percent of teens aged 12-17, younger radio listeners who are most accustomed to using new technologies and forms of media, continue to tune in each week.

Network radio reaches 88 percent of Adults aged 18-34, the prime media multi-taskers, up from 85 percent one year ago.

Radio Has Universal Appeal

The diversity of formats in radio attracts advertiser-coveted demographics in both Black (Non-Hispanic) and Hispanic persons.

  • More than 93 percent of Black (Non-Hispanic) persons and 95 percent of Hispanic persons, aged 12 and older, tune into radio over the course of a week.
  • Radio reaches more than 94 percent of Black (Non-Hispanic) persons and 96 percent of Hispanic persons aged 18-49 over the course of a week.
  • Network affiliated stations reach 90 percent of Black (Non-Hispanic) persons, and 86 percent of Hispanic persons, aged 12 and older.

Radio Reaches the Educated and Affluent

Radio reaches 96 percent of college graduates aged 25-54. Ninety-six percent of adults aged 25-54 with a college degree and an annual income of $50,000 or more tune into radio over the course of a week.

Network affiliated stations reach 88 percent of college graduates aged 18-49 with a household income of $75,000 or more. All radio stations reach 96 percent of this demographic.

Well over 90% of Black consumers aged 12 years and over listen to the radio each week—a higher penetration than television, magazines, newspapers or the Internet. Radio reaches Black audiences everywhere they are: at home, at work and in the car; in stores and restaurants; online; and via cell phones.

Black Radio Today uses Arbitron quantitative audience data to develop a valuable profile of radio listening among Black consumers across America. With information on the purchasing plans and leisure activities for nine specific formats, this report provides valuable insights on the enduring relationship between radio and Black listeners.


About RADAR 106

Today, Arbitron will release the complete RADAR 106 Radio Network Audience Report results. RADAR, the standard currency for national network radio ratings, measures 53 individual radio networks. These networks are operated by American Urban Radio Networks, Citadel Media Networks, Crystal Media Networks, Dial Global Inc., Premiere Radio Networks, United Stations Radio Networks and Westwood One Radio Networks.

The sample size for the RADAR 106 report is 386,378 persons aged 12 and older. This large sample ensures more stability for key demographic estimates, dayparts and Market-by-Market Analysis reports, which report all individual DMAs®.

The RADAR 106 Report includes data from all PPMTM markets commercialized during the Summer 2009, Fall 2009, Winter 2010 and Spring 2010 Diary survey period.

About Arbitron

Arbitron Inc. (NYSE: ARB) is a media and marketing research firm serving the media—radio, television, cable, online radio and out-of-home —as well as advertisers and advertising agencies. Arbitron's core businesses are measuring network and local market radio audiences across the United States; surveying the retail, media and product patterns of local market consumers; and providing application software used for analyzing media audience and marketing information data. The company has developed the Portable People MeterTMand PPM 360TM, new technologies for media and marketing research.


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