Summary: Early results are showing that radio is an important medium that is listened to by some very coveted demographics. (Satellite radio accounts for 3.4% of all radio listening.) 12-11-2007 Radio Reaches 233 Million Listeners Weekly Radio Ink (12-11-2007) --- Early results from Arbitron's upcoming RADAR 95 network-radio report show that radio reaches 233 million listeners every week, including 82 percent of all people 12 and older. Radio reaches 95 percent of adults 18-49 with college degrees and household income of $50,000 or more, while RADAR's network-radio affiliates reach 86 percent of that group. RADAR networks also reach 85 percent of 25-54s with degrees and annual household income of $75,000 or more, and 84 percent of 12-17-year-old listeners. The report continues, "RADAR Network affiliates have consistent delivery with reaching the key young and adult demographics that advertisers target: "They reach 84 percent of adults 18-34 and 84 percent of aduts 25-54. They also reach 84 percent of adults 18-49." Arbitron also notes that radio reaches 94 percent of 12-plus black non-Hispanic persons and 95 percent of 12-plus Hispanic persons every week.
