Radio Listening Up in 2010

Friday, January 21st, 2011 at 12:43 pm

RADIO LISTENING WAS UP IN 2010
Arbitron reports the number of 12+ listeners each week has climbed to 239.8 million, up 3.3 million people over one year ago. That contrasts with a 30% decline in newspaper circulation over the past decade. Population growth and integration of PPM data — which shows dramatically higher radio cumes — are factors in radio’s increase, but not the entire story. The biggest gains came among 18-34 year olds — the group supposedly dropping radio for iPods and other new technologies. The RADAR 107 National Radio Listening Report shows radio reaches 93.2% of all 12+ Americans. Arbitron says the number of weekly 18-34 listeners increased nearly 960,000 in the past year, and the 18-49 demo grew by more than 800,000. The key advertiser 25-54 demo was also up by more than 750,000 weekly listeners.
Source: Inside Radio 12/8/10

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