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Radio Adds Nearly 1.7 Million Listeners in 2011

 width=RADIO BROADCASTERS ADD NEARLY 1.7 MILLION WEEKLY LISTENERS IN THE PAST YEAR

Rise in Radio Listeners Driven by Young Demographics

COLUMBIA, MD; September 26, 2011 ““ Arbitron Inc. (NYSE: ARB) announced today highlights from its September 2011 RADAR ® 110 National Radio Listening Report. The report shows radio added more listeners versus the September 2010 report, with an additional 1.7 million listeners aged 12 and older tuning in on a average week. The number of persons twelve and older listening to radio each week now reaches an estimated 241.4 million, representing 93 percent of the population twelve and older.

The growth in radio listeners is largely attributed to young demographics. As compared to the September 2010 report, the number of teen listeners aged 12 to 17 increased by 36,000 and Adults aged 18 to 34 increased by 80,000. Radio now reaches 91.9 percent of teens aged 12 to 17 and 93.4 percent of adults aged 18 to 34. The number of radio listeners aged 25 to 54 dropped by 118,000. Additionally, the number of radio listeners aged 18 to 49 fell by 365,000.

By the Numbers

  Persons 12+ Persons 12+ Persons 12-17 Persons 12-17 Adults 18-34 Adults 18-34 Adults 18-49 Adults 18-49 Adults 25-54 Adults 25-54
  AUD (000) RTG (%) AUD (000) RTG (%) AUD (000) RTG (%) AUD (000) RTG (%) AUD (000) RTG (%)
Sept 2010
RADAR 106

239,711

93.2

22,721

91.5

66,229

93.8

127,861

94.7

120,916

95.4

Sept 2011
RADAR 110

241,362

93.0

22,757

91.9

66,309

93.4

127,496

94.5

120,798

95.2

year-to-year change

1,651

36

80

-365

-118

Radio’s Diversity

Radio’s diverse listener base continues to grow, with the number of weekly listeners increasing among Black (non-Hispanic) and Hispanic Adults aged 12 and older.

  • According to the September 2011 RADAR 110 report, radio continues to reach more than 93 percent of Black (non-Hispanic) Persons aged 12 and older and more than 95 percent of Hispanics aged 12 and older on a weekly basis, or 29.8 million and 36.5 million respectively.
  • Hispanic teen listeners aged 12 to 17 rose by 86,000 listeners compared to the September 2010 report. The number of Black (non-Hispanic) teens aged 12 to 17 also rose, adding 37,000 weekly listeners.
  • Hispanics aged 18 to 49 increased sharply in the last year, adding 482,000 weekly listeners since September 2010. There are more than 23.6 million Hispanic Adults 18 to 49 now listening to radio in an average week.

Radio Delivers Affluent, Educated Adults

The September 2011 RADAR 110 report indicates that in an average week, radio attracts nearly 95 percent of persons aged 12 and older with a household income of over $75K. Radio also attracts nearly 96% of Adults aged 18 to 49 with a college education and a household income of more than $75,000. Additionally, radio attracts 17 million, or 95%, of Adults aged 18 to 34 with a college degree.

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