Despite a loss in sexiness to new media Wall Street and Madison Ave darlings like the Internet, iPods and talent drain to satellite radio as well as a sharp decline in radio listeners willing to place a bumper sticker of their favorite station on their car, traditional (land-based or terrestrial) radio still packs a punch when it comes to audience reach.
According to ratings ratings provider ARBITRON, initial findings in their RADAR 88 study indicate that, over the course of a week, radio reaches over 230 million people, or 93% of all 12+ persons. Morning drive and PM drive each logged 77% of 12+ listening. Nearly 184 million people, or 74% of all Persons 12+, tune to radio on SATURDAY or SUNDAY.
For Persons 18+, radio reached over 94% of Persons 18+ who live in a household with minumum $75,000 income. And, 81% of Persons 18+ listened to radio while in their cars.
Meanwhile, the Internet reaches 72% of the US population in a given week (mostly for emailing, not surfing). 40 million iPods have been sold (about 13% of the population). And approximately 11 million are subscribers to satellite radio.
With a 230 million audience reach, radio still has power. It just needs a perception revamp and deepen its commitment for more innovation.
The complete RADAR 88 Radio Network Audience Report will be released next MONDAY, MARCH 27th.
posted by Chris Kennedy @ Tuesday, March 21, 2006,