Some 73% of U.S. consumers ages 12+ heard one or more network radio commercials in the course of a week in 2006, according to Arbitron’s March 2007 RADARÂ (Radio’s All Dimension Audience Research) radio network audience reports (RADAR 92) covering the periodÂ January 5, 2006 to December 13, 2006.
Among the prime audience demographics sought by advertisers, the commercials aired on the 55 radio networks reached: 73% of persons 18+; 72% of persons 35+; 74% of persons 18-49; 74% of persons 25-54.
RADAR 92 marks an increase in sample size to 140,000 diarykeepers, with a goal of 200,000 by December 2007, in line with Arbitron’s intent to ensure more granular information by demographic, daypart and market.
Arbitron highlighted RADAR 92 key demographic findings that advertisers look for when placing their ad buys:
- Radio reaches 232 million listeners over the course of a week, consistent from a year ago.
- The 7,100+ RADAR Network Affiliated stations (which account for 55% of all radio stations) reach 89% of all radio listeners (see table, below, for Network rankings).
- RADAR Network affiliates reach the key young and adult demographics that advertisers target: 84% of teens 12-17 and 85% of adults 18-34 and 25-54.
- 95% of Black Non-Hispanic persons and 95% of Hispanic persons, age 12 and older tune into radio over the course of a week.
- Radio reaches 97% of Black Non-Hispanics and Hispanics age 25-54 over the course of a week.
- Radio reaches 95% of college grads age 18+.
- 96% 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.
Top 55 Network Rankings: