Radio-Info's Tom Taylor:
The quarterly RADAR 110 shows regular gains in radio’s audience, and while part of that may be from population growth and local-market gains, you have to thank PPM, too. Arbitron says radio added 1.7 million listeners from the previous year’s RADAR 106. The PPM has consistently turned up larger audiences (but less time spent listening) than the diary. Who's listening? Arbitron says “the growth in radio listeners is largely attributed to younger demographics.” Radio’s reaching 91.9% of teens and 93.4% of those 18-34. The RADAR data actually shows a slight drop among 25-54s. and 18-49s. Ethnic listening helped, as it’s been doing for some time now. (Black and Hispanic listening levels tend to be higher than those for the general population.) Arbitron finished adding the last five PPM markets in December, presumably boosting radio’s overall reach. The RADAR surveys stretch over 12 months, so the early-2012 RADAR studies will show us whether radio continues growing its overall audience, once all the PPM markets have been rolled into the sample for RADAR.
Also, nobody can afford to go anywhere or do anything so listening to the radio is still free.
I would like to see the numbers for Portland. KPOJ added a new show on Saturday afternoons after Ring of Fire...called "Mad as Hell" and its hosted by Adam Klugman. Very well researched, and a blend of local and national issues. He is good at tying in how the national affects the local.
Posted by: sparky | September 28, 2011 at 07:45 PM
Jack Klugman's son, he is good.
Posted by: Johnny Sombrerro | September 28, 2011 at 08:00 PM