How much of a mass audience does network radio boast? Radio reaches 91% of Americans aged 12 and older on an average weekly basis, according to the December 2013 RADAR report covering the September 2012 to September 2013 period. Nielsen, which now releases the RADAR study after its acquisition of Arbitron, also recently provided some selected audience results for network radio commercials, revealing that slightly more than two-thirds of the 12+ population heard at least one network radio commercial in an average week during the survey period.
That figure grew to 70.6% of adults aged 18-49, and 71.3% of adults aged 25-54. Network radio commercials’ reach was greater in the top 25 DMAs, growing to 70.5% among the 12+ population, 73.7% among adults aged 18-49; and 74.5% among those aged 25-54. Read the rest at MarketingCharts.