(Nearly) Everybody Listens to the Radio

 

Radio numbers released by Arbitron this week show that radio reaches more than 235 million people weekly, and that radio numbers are holding steady. 

These numbers from RBR.com are advance stats from the RADAR 101 National Radio Listening Report, which will be out in its entirety next week.

Based on these numbers, radio reaches 92% of persons 12+ each week. You might think that MP3 players, satellite radio and Internet-only stations would take a huge cut of regular radio’s audience, but it doesn’t sound like that’s happening. Even the youngest measured audience – teens ages 12-17 – tune in, 89% of them, in fact.

Radio also delivers Black Non-Hispanic and Hispanic demographics, as well as college-educated and higher income consumers. 

According to the RAB, over the last 5 years, radio has retained 90% of its time spent listening. And on an average weekday 73% of adults 18+ listen to the radio in their car.

I have satellite radio in my car, and an auxiliary port for my iPod, but I still tune in. Local radio gives me all-important morning traffic reports, local sports coverage and a great, rare, locally-owned modern rock station. So I’m listening. And it sounds like I’m not alone.