Arbitron: More young people and ethnic groups are listening to radio

Story by Inside Radio and Arbitron

Young people and ethnic groups exhibited the largest year-over-year gains in radio listening, according to Arbitron’s June 2012 RADAR 113 National Radio Listening Report. Adults aged 18-34 showed the largest increase year-over-year, adding 845,000 weekly radio listeners.

Adults 18-49 and adults 25-54 – both traditional radio strongholds — showed year-over-year declines in weekly radio listening.

The number of adults 18-49 tuning in for at least five minutes a week totals 126.3 million while 119.9 million adults 25-54 listen on a weekly basis.

The new RADAR report shows a significant increase among the country’s fastest growing population segment. Radio’s 12+ Hispanic audiences grew by more than 2.5 million versus the June 2011 report. Radio continues to reach nearly 95% of Hispanics aged 12+. Hispanic adults 25-54 increased the most over the past year, adding more than 1.8 million weekly listeners.

Black listeners also grew year-over-year, gaining 1 million weekly 12+ listeners. Radio reaches approximately 93% of the black population, the same as for the entire U.S. population.

The report shows radio’s total audience increased slightly in the past 12 months by 590,000 persons aged 12+ to 242.1 million. But the increase could be due to U.S. population increases.

Young radio listeners also increased slightly with persons aged 12-17 at 22.8 million weekly listeners.

The new report illustrates radio’s ability to attract affluent, educated consumers. More than 95% of adults aged 18-49 with a household income of $75,000 or more and a college degree (22.5 million listeners) tune in to radio on a weekly basis.

Also, nearly 34 million, or 93%, of adults aged 18-34 with a household income of $75K or more tune into radio on a weekly basis.

Arbitron didn’t releases cume estimates for listeners 55+ or provide Time Spent Listening data.