 Radio Ranks Ahead of Television and Personal Computers
Second only to smartphones
Recently, radio was ranked the No. 2 most important gadget of all time—ahead of television and personal computers—in a special produced by A&E Television Networks and Popular Mechanics magazine. Observing that radio will never "go away," the segment highlighted the strength of network radio, with talk show hosts that often draw larger audiences than many television shows. Radio's ranking, second only to smartphones, is a testament to the power of radio. The medium's continued importance in the lives of the American consumer is evidenced by a strong listener base, which exceeds 241 million listeners per week. View the Popular Mechanics article.
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Radio Is Loyal
 In an age of so many options, radio is still a top choice for listeners. Radio provides a relationship of trust and engagement that listeners rely upon throughout the week. With almost seven hours of exposure a week, advertisers can be confident their messages will be heard and build frequency among stations' primary listeners.
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Radio Listeners Are Educated and Affluent
According to the latest RADAR® 109 National Radio Listening Report, radio delivers an affluent, educated audience. In an average week, radio reaches almost 96%, or 22.8 million, college-educated listeners aged 18 to 49 years with a household income of $75,000 or more. Additionally, radio reaches 71.7 million adults aged 25 to 54 years with a household income of $50,000 or more and 95% of college-educated young adults aged 18 to 34 years.
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32 Million Americans Are Reached by Public Radio Each Week
The second installment in Arbitron's 2011 series of Radio Today thought-leadership studies is Public Radio Today. This annual study offers analysis of audience-listening patterns and demographics for the nine most popular public radio formats: News/Talk, News-Classical Music, Classical Music, Adult Album Alternative (AAA), Jazz, News-AAA, News-Music, News-Jazz, and Variety Music. For the second time, Arbitron is reporting on the News-AAA format. Some highlights include:
- 32 million Americans aged 12 and older are reached by public radio each week.
- News/Talk remains the dominant format in public radio, capturing nearly half of all public radio listening.
- Classical music widened its appeal due to an increase in audience share by 34% since Fall 2006.
- The Jazz format showed new life, reaching 2.3 million listeners per week.
- Public radio continues to capture radio's most affluent and educated consumers.
Read more about the public radio listener.
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Radio's Renaissance Fueled by New Technology
In June, the Wall Street Journal article, Radio Stations Go Back to the Future, explored how radio's push onto digital platforms is giving new life to niche formats such as jazz and classical. While still remaining true to its broadcast roots, radio is also innovating its delivery, as Cephas Bowles, president and CEO of the Newark-based WBGO, told the WSJ: "To reach people where they are."
Read more about radio's renaissance.
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Radio Recruits for the Marines
 The United States Marine Corps, one of the seven uniformed services of the United States, was reestablished under the constitution on July 11, 1798, under President John Adams. "The Few, The Proud" and the "Always Faithful" still protect America's shores 212 years later. It is fitting that during this anniversary month, Arbitron takes a "deeper dive" into how the Marines were able to craft a customized local marketing program using radio and events to attract clearly defined recruits. According to Sgt. Paul A. Robbins, Jr., the recruiting station's Marketing and Public Affairs Chief, "Radio speaks to our core demo in a very personal way."
Read more about the U.S. Marines' success with radio.
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Gain New Insights on Radio's Evolving Role in Reaching Consumers
 A new training session from Arbitron offers a revealing look into radio's current and future capabilities on air and online, and how it continues to be on target in reaching consumers. The presentation will also detail how many people use radio and how much time they spend with it, explore radio's digital capabilities and examine the ROI of radio advertising and radio's role in marketing plans.
Radio: On Air, Online and On Target will be offered on the following two dates:
- Tuesday, August 16 at 2PM (ET)
- Tuesday, September 13 at 2PM (ET)
Spaces are limited, so register today.
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PPM ratings are based on audience estimates and
are the opinion of Arbitron and should not be relied on for precise
accuracy or precise representativeness of a demographic or radio
market.
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Radio Ranks Ahead of Television and Personal Computers
Radio Is Loyal
Radio Listeners Are Educated and Affluent
32 Million Americans Are Reached by Public Radio Each Week
Radio's Renaissance Fueled by New Technology
Radio Recruits for the Marines
Gain New Insights on Radio's Evolving Role in Reaching Consumers
Classic Rock Rolls on to New Platforms
In 2010, Classic Rock expanded its reach potential by adding 41 more Internet streams and 21 additional HD channels as shown in the 2010 Radio Today annual study. Download the study.
Radio Today, brought to you by Arbitron, reviews radio-listening trends and provides timely insights into how radio reaches American consumers.
This monthly newsletter features Arbitron and Scarborough research, in addition to highlighting other relevant content from around the Web.
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