04 Aug 2010 Posted by Market and Main Media
In the rapidly changing media universe, at least one medium is remaining stable – radio. Based on data from its new radio ratings service, Nielsen found that the size and makeup of the radio audience changed very little from 2009 to 2010, leaving it as one way for marketers to consistently reach a vast majority of Americans across different age groups and ethnicities.
As reported by Media Daily News, Nielsen found:
- Radio reached 91.4% of all Americans aged 12+ this year, with those between 18 and 34 having a reach of 92.8%
- Cell phone-only households, contrary to popular wisdom, actually are heavier radio listeners than their landline-household counterparts, with a 94.3% reach
- Ethnic audiences listen to radio at about the same rate as the overall population, with African Americans’ reach at 91.2% and Hispanics’ reach at 92.9%.
Nielsen’s findings are corroborated by Arbitron’s recent RADAR measurement, which found that 93.1% all of Americans aged 12+ are reached through radio each week.