Sample and Hold: Radio Listenership Increases


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Arbitron released cumulative audience estimates for the 56 RADAR-rated networks. RADAR 108 estimates illustrate network radio's continued strong listener base. Compared to the Arbitron estimates from one year ago, network radio increased its weekly reach among persons aged 12 and older by more than 3.5 million listeners.

Demographic
RADAR 104
(March 2010)
RADAR 108
(March 2011)
Change
(x 1,000)
Reach
(x1,000)
Reach
rating
Reach
(x1,000)
Reach
rating
Persons 12+
189,550
73.7
193,143
74.4
3,593
Adults 18+
172,385
74.1
175,487
74.8
3,102
Adults 35+
119,399
73.8
121,038
73.9
1,639
Adults 18-49
102,834
76.1
104,483
77.4
1,649
Adults 25-54
97,086
76.6
98,491
77.6
1,405

Source: Arbitron




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