Radio Listening Highest Among Well-Educated & Upper-Income Consumers.

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, the radio network and national audience measurement service 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.

Next week, Arbitron will release the complete RADAR 73 Radio Network Audience Report results including audience estimates for the individual 31 radio networks operated by ABC, American Urban Radio Network, Premiere and Westwood One.

The release of RADAR 73 is the initial phase of the transition diary measurement for the RADAR service. The RADAR 73 report uses 12,500 diaries for the current quarter of the April 2001-March 2002 survey period. Data for the previous three quarters are based on 9,000 telephone interviews.

By the release of RADAR 76 in March 2003, RADAR reports will be based on an annual sample of 50,000 radio diaries-more than four times the prior sample of 12,000 telephone respondents.

Radio’s Reach by Daypart
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.

CHARTS:

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

Radio’s Reach by Demographic
Radio, with a format for virtually every age and taste, has a near universal demographic appeal.

Radio Listening by Location
Radio is the true “go anywhere” medium, reaching people where other media cannot.

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

To view CHARTS CLICK above on ‘More Images’.