Radio’s diverse listener base continues to see large annual increases, as shown in the Arbitron December 2012 study when compared to the same study from last year December 2011.
- Radio’s Hispanic audience aged 12+ increased by nearly 2.5 million listeners versus the December 2011 report. Radio now reaches nearly 95% of Hispanics aged 12 and older.
- Hispanic adults aged 25 to 54 shows an impressive increase over the past year, rising by more than 1.8 million weekly listeners in 2012.
- The Black (non-Hispanic) audience also shows significant gains. Radio among Black listeners aged 12 and older increased by more than 920,000 in 2012 versus December 2011. Radio now reaches approximately 92.5% of the Black (non-Hispanic) population.
- Black (non-Hispanic) adults aged 18 to 34 continue to show significant gains, adding nearly half a million average weekly listeners in 2012 versus 2011.
Arbitron’s 2012 end of the year RADAR study findings also illustrate radio’s ability to attract affluent, educated consumers.
More than 95% of adults in the coveted 25 to 54 age range, with a household income of $75K or more and a college degree — a demographic totaling over 26 million adults — tune in to radio every week.
And nearly 70 million, or over 94 %, of adults age 18 – 49, making $75K per household or more, with at least a high school diploma, tune into radio on a weekly basis.
