Radio advertising revenues may be flat or even declining so far this year, but a lack of audience doesn’t seem to be the culprit. According to a recent report from Arbitron, radio now reaches 242.2 million listeners aged 12 and older on an average weekly basis, an increase of more than half-a-million listeners from the same period last year. In fact, the data released by Arbitron shows that radio’s 12+ weekly audience has increased each year since 2009.
Currently, that 242.2 million figure equates to 92% of individuals aged 12 and up, per the researchers. That reach is remarkably consistent across ethnicities: 94% of Hispanics aged 12 and up listen to radio during the average week, as do 92% of Black non-Hispanics of that age. Read the rest at MarketingCharts.