"The continuing story for radio overall is its remarkable, enduring reach. Far more than 90% of all
consumers aged 12 and older listen to the radio each week?a higher penetration than television,
magazines, newspapers or the Internet."
That is a big statement from the Arbitron Radio Today 2009 Edition, it goes on to detail what is happening with various other formats and who they are reaching, the first focus was on News/Talk and Country...
"Thanks in part to a historic presidential election and important congressional campaigns,
News/Talk/Information ranked as the No. 1 format in Fall 2008 with a 12.6% share of Persons 12+, far
above its 10.7% share of Spring 2007, and slightly ahead of Country?s 12.5%."
Classic Hits continues to be strong as well as Contemporary Christian, Active Rock, and All Sports....
"Oldies stations continue to reposition themselves toward a younger image, making Classic Hits the fastest
growing music format. Between Spring 2007 and Fall 2008, Classic Hits? share rank of the national radio
audience jumped from No. 11 to sixth, reaching 3.9% of the U.S. population?the most since the format
has been tracked by Arbitron."
"Reaching more than 14.5 million listeners each week (up from 14.3 million in Spring ?07), Contemporary
Christian earned a 2.5 share in Fall ?08, the most in the seven years the format has been studied in
Radio
Today
."
"With 15.5 million listeners per week, the Active Rock format earned 2.4% of the national radio audience in
Fall 2008, a higher figure than during six previously measured Spring ratings periods."
"The only format to post higher ratings in each of the past five Radio Today reports, All Sports is heard on
887 stations across the country, generating 2.5% of all radio listening, up from 2.3% in Spring ?07. All
Sports? weekly reach was 18.8 million in Fall ?08, compared with 14.2 million in Spring ?07."
New AC/Smooth Jazz stations declined in the report while Regional Mexican continued to dominate in Time Spent Listening, Classic Rock and Pop CHR Listeners are growing older and more affluent.....
"After years of steady growth and more stations carrying the format, Mexican Regional?s overall national
share in Fall ?08 was 2.9. In terms of TSL, Mexican Regional is tied for No. 1 overall and is the leader
outright among music formats. Ranking No. 2 with 12- to 24-year-olds, Mexican Regional?s TSL is far and
away No. 1 with adults 18-34 and 25-54. Even though the format skews somewhat younger, it is even No. 2
in TSL with adults 35-64."
"Among those who enjoyed Classic Rock in Fall 2008, more than 44% were between 45-64 years old, a
percentage that has grown at a rate of 59% since Spring 2005. No format has seen any age group expand as
much so quickly. Classic Rock?s composition of adults 55+ jumped 59% (to nearly 15%) between Spring ?07
and Fall ?08 alone."
"For the first time in this study?s history, a majority of Pop Contemporary Hit Radio listeners are now
between the ages of 25-54. Pop CHR has a wide appeal, ranking No. 2 among adults 18-24 and 25-34, and is
fifth with adults 35-44 of all formats in this report. The percentage of Pop CHR consumers living in
households earning $75,000 or more gained 21% between Spring 2005 and Fall 2008?the format?s only
income bracket to rise during that period."
Overall, the detailed report has some great information, click the link in the article to view and save the pdf file so you can share it with your clients or the rest of the staff.