MediaBuyerPlanner: Some 96 percent of Adults age 25-54 with a college degree and an annual household income of $50,000 or above tune into radio over the course of a week, according to preliminary findings from Arbitron’s RADAR 93 Radio Network Audience Report, writes MarketingCharts.
RADAR Network affiliates (which account for more than 50 percent of radio stations) reach 85 percent of that coveted demo – as well as 86 percent of adults 18-49 in households with a college degree and an annual household income of $75,000 or above, Arbitron said.
Some key demographic findings from the RADAR 93 June 2007 Radio Listening Estimates:
- Radio reaches 232 million listeners over the course of the week – consistent from a year ago. The 7,100+ RADAR Network Affiliated stations reach 82 percent of all radio listeners.
- Those affiliates have consistent delivery reaching 84 percent of teens 12-17, adults 18-34 and adults 25-54. They also reach 85 percent of Adults 18-49.
- The diversity of formats in radio attracts advertiser-coveted demographics in both Black Non-Hispanic and Hispanic categories:
- 94 percent of Black Non-Hispanic persons and 95 percent of Hispanic persons age 12 and older tune into radio over the course of a week.
- Radio reaches 95 percent of Black Non-Hispanics and 96 percent of Hispanics age 25-54 over the course of a week.
- Radio reaches 94 percent of college grads age 18+, and 96 percent of adults 18-49 with a college degree and an annual income of $75,000 or more tune into radio over the course of a week.
Related stories:
- Arbitron Releases March RADAR Report
- Arbitron Survey: 232MM People Consume Radio Daily
- RADAR Report: ‘ABC Daytime Direction’ Wins Top Network Slot
