RADAR Says Radio Reaches 241.8 Million During Average Week
The latest national radio listening report shows the medium reaches 700,000 more weekly listeners now compared to this time last year.
That’s according to Nielsen’s December RADAR report, which also reveals radio reaches 241.8 million listeners age 12 or older on an average weekly basis.
RADAR, which stands for Radio’s All Dimension Audience Research, measures ratings for 46 radio networks. The networks are operated by AdLarge Media, American Urban Radio Networks, Crystal Media Networks, Cumulus Media Networks, Premiere Radio Networks, United Stations Radio Networks and WestwoodOne.
Daily time spent listening to radio among persons ages 12 and older held steady from the December 2012 RADAR report. Those 12+ who listen to the radio spend approximately 2 hours and 35 minutes a day with the medium.
Year-over-year, radio continues to increase its national reach, adding more listeners on a weekly basis.
In December 2012, radio reached 241,075 million listeners age 12 or older on an average weekly basis. That compares to December 2009, when radio reached 236,472 million listeners age 12 or older on an average weekly basis.
Looking at a positive demographic of who’s listening, the numbers show radio’s Hispanic audience aged 12 and older added 372,000 weekly listeners over the past year. Radio reaches 94% of Hispanic listeners 12 and older in an average week, according to Nielsen. Hispanic teens 12–17 added 271,000 weekly listeners. Radio now reaches more than 5 million Hispanic teens in an average week, according to Nielsen.
Radio now reaches more than 30 million black (non-Hispanic) listeners 12 and older in an average week, or 91% of this demographic.