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R a d i o T o d ay B y t h e N u m b e r s

Radio Delivers

%
93%
688%
104
1.20%
104
1.20%
9913.8
261,200
74,300
274,300
74,300
3.8
38%
104
3.8
261,200
55.9
11.20%
14,300
96
93%
1.20%
88%
71,300
104 13.8
9974,300
3.8
261,200
274,300
93%3.8
104
38%
104
261,200
74,300
55.9
11.20%
93%
96
13.8
71,300
104
1.20%
2.30%
13.8
3.8
74,300
274,300
261,200
93% 104
3.8
104
93%
261,200
74,300
11.20%
104 13.8
13.8
93%
71,300
274,300
2.30%
104 13.8
3.8
104
261,200
93%
274,300
11.20%
104
93%
10
97
%
94%
093%
120
0.30%
120
111
0.30%
459,500
8.36,103
60,100
6,103
28.1
182%
120
8.1
459,500
13.4
690,100
0.30%
80
94%
0.30%
93%
56,103
120 111
8.3
8.1
459,500
6,103
60,100
94%
28.1
120
182%
120
459,500
13.4
6,103
0.30%
94%
808.3
56,103
120
0.30%
1.10%
8.3
8.1
459,500
6,103
60,100
94% 28.1
120
120
94%
459,500
6,103
120
0.30%
8.3
94%
8.3
56,103
60,100
120
1.10%8.1
8.3
120
459,500
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60,100
0.30%
120
94%
12
9
0
12
%
89%
97%
106
3.70%
106
105
3.70%
18.8
476,300
54,030
154,000
54,030
8.8
89%
88.8
106
476,300
11.1
54,000
3.70%
112
89%
3.70%
97%
54,030
106105
18.8
54,030
8.8
476,300
154,000
89%8.8
106
89%
106
476,300
54,030
11.1
3.70%
89%
112
18.8
54,030
106
3.70%
0.90%
18.8
8.8
54,030
154,000
476,300
89% 106
8.8
106
89%
476,300
54,030
106
3.70%
18.8
18.8
89%
54,030
154,000
106
0.90%
18.8
8.8
106
476,300
89%
154,000
3.70%
106
89%
10
85
%
95%
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15.20%
80 15.20%
80
91 198,000
5.0
219,300
198,010
98,000
5.5
91%
5.4
219,300
806.9
25.20%
98,000
105
95%
15.20%
198,000
99%
80 91
198,000
5.0
15.0
219,300
98,000
95%5.580
91%
219,300
80
198,000
25.20%
6.9 105
95%
198,000
5.0
15.20%
80
1.60%
5.0
15.0
198,000
219,300
98,000
95% 5.5
80
95%
80
198,000
219,300
25.20%
80 5.0
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198,000
5.098,000
1.60%
80 15.0
5.0
219,300
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98,000
25.20%
80
95%
19
98
12
%76%
82%
112
2.30%
112
2.30%
9915.1
182,800
61,802
61,802
61,800
12.1
52%
45.1
112
182,800
10.9
61,800
2.30%
112
76%
2.30%
82%
61,802
112 15.1
9961,802
5.1
182,800
61,800
76%
12.1
112
52%
112
182,800
61,802
10.9
2.30%
76%
112
15.1
61,802
112
2.30%
1.70%
15.15.1
61,802
182,800
61,800
76% 12.1
112
112
76%
182,800
61,802
112
2.30%
15.1
15.1
76%
61,802
61,800
1.70%
112 15.1
5.1
112
182,800
76%
61,800
2.30%
112
76%
1
76
15
%
95%
94%
115
1.10%
115
115
1.10%
255,700
6.2
3,800
713,800
3,800
103%
6.2 6.2
115
255,700
3.8
73,800
1.10%
115
95%94%
1.10%
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115115
6.2
3,800
6.2
255,700
713,800
95%6.2
103%
115
115
255,700
3,800
3.8
1.10%
95%
1156.2
3,800
115
1.10%
12.90%
6.2
6.2
713,800
255,700
3,800
95% 115
6.2
95%
115255,700
3,800
115
1.10%
6.2
95%
6.2
713,800
3,800
12.90%
115 6.2
6.2
115
255,700
95%
713,800
1.10%
115
95%
1
9
%
0
91%
96%
100
0.90%
100
100
0.90%
204,300
7.0
74,930
74,930
74,900
7.4
71%
100
7.9
204,300
82.1
74,900
0.90%
100
91%
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74,930
100100
7.0
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7.074,900
91%7.4
100
71%
100
204,300
74,930
82.1
0.90%
100
91%
7.0
74,930
100
0.90%
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74,930
204,300
74,900
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7.4
100
91%
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74,930
100
0.90%
7.0
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7.0
74,930
74,900
100
5.20%7.0
7.0
100
204,300
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74,900
0.90%
100
91%
10
97
%
95%
688%
96
1.60%
96
1.60%
9644.1
52,301
89,400
52,301
32,300
44.1
44%
44.1
96
89,400
8.8
52,300
1.60%
96
95%
1.60%
88%
52,301
96 44.1
9652,301
42.1
89,400
32,300
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44.196
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96
89,400
52,301
1.60%
8.8 95%
96
44.114.50%
52,301
1.60%
96 44.1
42.1
52,301
32,300
89,400
95% 44.1
96
95%
9652,301
89,400
1.60%
96 44.1
44.114.50%
95%
52,301
32,300
96 42.1
44.1
96
89,400
95%
32,300
1.60%
96
95%
95
9
%
90%
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107
1.70%
107
107
1.70%
4.2
91,203
61,400
91,203
91,300
4.2
43%
107
4.2
15.0
1,850
91,300
1.70%
107
90%1.70%
94%
91,203
107107
4.2
91,203
4.2
61,400
91,300
90%4.2
107
43%
1071,850
91,203
15.0
1.70%
90%
1074.2
91,203
107
1.70%
6.40%
4.2
4.2
91,203
91,300
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1,850
107
4.2
107
90%
91,203
107
1,850
1.70%
4.2
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4.2
91,203
91,300
6.40%
107 4.2
4.2
10790%
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91,300
1.70%
107
90%
10
99
%
88%
079%
120
10.30%
120
10.30%
120 114,900
7.7
84,500
184,500
84,500
7.7
78%
120
7.7
116,900
5.1
198,000
10.30%
120
88%
10.30%
79%
84,500
120120
7.7
84,500
7.7
114,900
184,500
88%7.7
120
78%
120
116,900
84,500
10.30%
5.1 88%
1207.7
84,500
10.30%
120
6.60%
7.77.7
84,500
184,500
116,900
88% 120
7.7
120
88%
84,500
116,900
10.30%
120 7.7
88%
7.7
84,500
184,500
6.60%
120 7.7
7.7
120
116,900
88%
184,500
10.30%
120
88%
12
88
10
%
93%
93%
110
12.90%
110
12.90%
11012.3
35,100
49,200
35,100
85,100
12.3
124%
12.3
110
49,200
6.2
12.90%
61,802
110
93%
12.90%
93%
35,100
110110
12.3
12.3
35,100
49,200
85,100
93%
12.3
124%
110
110
49,200
35,100
12.90%
6.2 93%
110
12.3
35,100
12.90%
110
1.20%
12.3
12.3
35,100
49,200
85,100
93% 12.3
110
11035,100
49,200
12.90%
12.3
93%
35,100
1.20%
110 12.3
12.3
49,200
93%
85,100
110
11
93%
110 12.3
85,100
110
12.90%
93%
93
%
97%
288%
102
5.20%
102
102
5.20%
5.1
60,500
17,500
60,500
60,000
5.1
52%
102
5.1
17,500
7.05.20%
3,800
102
97%
5.20%
88%
60,500
102102
5.1
60,500
8.1
17,500
60,000
97%5.1
102
52%
102
17,500
60,500
5.20%
7.0 97%
1025.1
60,500
102
5.20%
0.30%
5.1
8.1
60,500
60,000
17,500
97% 102
5.1
102
97%
60,500
17,500
102
5.20%
5.1
97%
5.1
60,500
60,000
0.30%
102 8.1
5.1
102
17,500
97%
60,000
5.20%
102
97%
10
96
0%
99%
597%
105
14.50%
105
14.50%
10515.4
188,000
110,100
110,100
150,300
5.4
55%
105
5.4
188,000
44.1
14.50%
74,930
105
99%
14.50%
110,100
97%
105105
15.4
110,100
5.4
188,000
150,300
99%5.4
105
55%
105
188,000
110,100
14.50%
44.1 99%
105
15.4
110,100
14.50%
105
3.70%
15.4
5.4
110,100
150,300
188,000
99% 105
5.4
105
99%
110,100
188,000
14.50%
105 15.4
15.4
99%
110,100
150,300
105
3.70%
15.4
5.4
105
188,000
99%
150,300
14.50%
105
99%
10
1
9
1%
95%
993%
99
6.40%
99
6.40%
99 269,700
8.5
96,700
96,700
96,700
8.5
86%
8.5
269,700
994.2
52,301
6.40%
99
95%
6.40%
93%
96,700
99 99
8.5
96,700
8.5
269,700
96,700
95%8.599
86%
269,700
9996,700
6.40%
4.2 95%
998.5
96,700
6.40%
99
15.20%
8.5
8.5
96,700
269,700
96,700
95% 8.5
99
95%
99269,700
96,700
6.40%
99 8.5
95%
8.5
96,700
96,700
15.20%
99 8.5
8.5
269,700
9995%
96,700
6.40%
99
95%
99
3
11
%76%
95%
111
6.60%
111
111
6.60%
12.6
269,700
279,700
60,600
63,600
12.6
117%
12.6
111
279,700
55.9
91,203
6.60%
111
76%
6.60%
95%
60,600
111 111
12.6
269,700
12.6
279,700
63,600
76%
12.6
117%
111
111
279,700
60,600
55.9
6.60%
76%
111
12.6
60,600
111
6.60%
2.30%
12.6
12.6
269,700
279,700
63,600
76% 12.6
111
76%
111279,700
60,600
6.60%
111 12.6
12.6
76%
60,600
63,600
2.30%
111 12.6
12.6
111
279,700
76%
63,600
6.60%
111
76%
1
76
0%
5
95%
91%
105
0.40%
105
105
0.40%
55.9
279,700
2,300
601,000
69,000
55.9
55%
55.9
105
13.4
2,300
198,000
0.40%
105
95%
0.40%
91%
69,000
105105
55.9
279,700
55.9
601,000
2,300
95%
55.9
105
55%
1052,300
69,000
13.4
0.40%
105
95%
55.9
69,000
105
0.40%
1.10%
55.9
55.9
279,700
601,000
95%
2,300
55.9
105
105
95%
69,000
105
2,300
0.40%
55.9
55.9
95%
69,000
601,000
105
1.10%
55.9
55.9
10595%
601,000
2,300
0.40%
105
95%
10
96
0
91
%91%
88%
91
3.40%
91
3.40%
9113.4
562,300
2,300
71,900
71,900
13.4
45%
13.4
562,300
91
11.1
71,900
3.40%
91
91%
3.40%
88%
71,900
91 13.4
9113.4
2,300
562,300
71,900
91%
13.445%
91
562,300
9171,900
11.1
3.40%
91%
91
13.4
71,900
3.40%
91
0.90%
13.4
13.4
562,300
2,300
71,900
91% 13.4
91
91%
91562,300
71,900
3.40%
91 13.4
13.4
91%
71,900
71,900
0.90%
91 13.4
13.4
562,300
9191%
71,900
3.40%
91
91%
97
9
1%
80%
793%
107
22.80%
107
21.80%
10711.1
562,300
958,100
112,100
52,301
11.1
112%
11.1
107
958,100
6.9
22.80%
52,301
107
80%
22.80%
112,100
93%
107107
11.1
562,300
11.1
958,100
52,301
80%
11.1
107
112%
107
958,100
112,100
22.80%
6.9 80%
107
11.1
112,100
22.80%
107
1.60%
11.1
11.1
562,300
958,100
52,301
80% 107
11.1
107
80%
112,100
958,100
22.80%
107 11.1
11.1
80%
112,100
52,301
107
1.60%
11.1
11.1
107
958,100
80%
22.80%
52,301
107
80%
10
1
8
3
15
%
88%
76%
115
1.90%
115
115
1.90%
958,100
6.9
52,301
85,100
111,203
111%
6.9 6.9
115
52,301
10.9
91,203
1.90%
115
88%1.90%
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85,100
115115
958,100
6.9
6.9
52,301
111,203
88%6.9
115
111%
115
52,301
85,100
10.9
1.90%
88%
1156.9
85,100
115
1.90%
1.70%
6.9
6.9
958,100
111,203
52,301
88% 115
6.9
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11585,100
52,301
115
1.90%
6.9
88%
6.9
85,100
111,203
1.70%
115 6.9
6.9
115
52,301
88%
111,203
1.90%
115
88%
1
88
%
93%
095%
100
0.50%
100
100
0.50%
10.9
52,301
91,203
60,000
84,500
10.9
105%
10.9
100
91,203
11.3
84,500
0.50%
100
93%
0.50%
95%
60,000
100100
10.9
52,301
10.9
91,203
84,500
93%
10.9
100
105%
100
91,203
60,000
11.3
0.50%
100
93%
10.9
60,000
100
0.50%
12.90%
10.9
10.9
52,301
84,500
91,203
93% 10.9
100
100
93%
60,000
91,203
100
0.50%
10.9
10.9
93%
60,000
84,500
12.90%
100 10.9
10.9
100
91,203
93%
84,500
0.50%
100
93%
10
96
0%
97%
691%
96
3.10%
96
96
3.10%
11.3
50,300
84,500
50,300
45,100
11.3
91%
11.3
96
84,500
51.2
35,100
3.10%
96
97%3.10%
91%
50,300
96 11.3
9650,300
11.3
84,500
45,100
97%
11.396
91%
96
84,500
50,300
51.2
3.10%
97%
96
11.3
50,300
3.10%
96
5.20%
11.3
11.3
50,300
84,500
45,100
97% 11.3
96
97%
9650,300
84,500
3.10%
96 11.3
11.3
97%
50,300
45,100
5.20%
96 11.3
11.3
96
84,500
97%
45,100
3.10%
96
97%
95
9
0%
99%
095%
12.20%
80 12.20%
80
80 5.2
96,700
35,100
96,700
60,500
107%
5.2 5.2
80
43.3
35,100
12.20%
60,500
80
99%
12.20%
95%
96,700
80 80
5.2
96,700
35,100
60,500
107%
35,100
43.3
12.20%
99%
805.214.50%
96,700
12.20%
80 5.2
96,700
60,500
8096,700
12.20%
35,100
99%
96,700
80 5.2
5.2
60,500
8
5.2
99%5.2
8080
96,700
5.2
35,100
99% 5.2
80
99%
80 5.2
5.214.50%
60,500
80
35,100
99%
12.20%
80
99%
99
0
12
%
82%
90%
112
2.30%
112
112
2.30%
4.3
63,600
60,500
63,600
17,500
115%
4.3 4.3
112
60,500
16.1
17,500
2.30%
112
82%
2.30%
90%
63,600
112112
4.3
63,600
4.3
60,500
17,500
82%4.3
112
115%
112
60,500
63,600
16.1
2.30%
82%
1124.3
63,600
112
2.30%
6.40%
4.3
4.3
63,600
60,500
17,500
82% 112
4.3
82%
11263,600
60,500
112
2.30%
4.3
82%
4.3
63,600
17,500
6.40%
112 4.3
4.3
112
60,500
82%
17,500
2.30%
112
82%
1
86
%
94%
588%
105
1.11%
105
105
1.11%
6.1
69,000
54,030
188,000
69,000
60.1
100%
105
6.1
54,030
50.4
188,000
1.11%
105
94%88%
69,000
1.11%
105105
6.1
69,000
6.1
54,030
188,000
94%
60.1
100%
105
105
54,030
69,000
50.4
1.11%
105
94%
6.1
69,000
105
1.11%
6.60%
6.1
6.1
69,000
188,000
54,030
94% 60.1
105
105
94%
69,000
54,030
105
1.11%
6.1
94%
6.1
69,000
188,000
6.60%
105 6.1
6.1
105
54,030
94%
188,000
1.11%
105
94%
10
96
%
95%
688%
96
1.60%
96
1.60%
9644.1
52,301
89,400
52,301
32,300
44.1
44%
44.1
96
89,400
8.8
52,300
1.60%
96
95%
1.60%
88%
52,301
96 44.1
9652,301
42.1
89,400
32,300
95%
44.196
44%
96
89,400
52,301
1.60%
8.8 95%
96
44.114.50%
52,301
1.60%
96 44.1
42.1
52,301
32,300
89,400
95% 44.1
96
95%
9652,301
89,400
1.60%
96 44.1
44.114.50%
95%
52,301
32,300
96 42.1
44.1
96
89,400
95%
32,300
1.60%
96
95%
95
9
%
90%
794%
107
1.70%
107
107
1.70%
4.2
91,203
61,400
91,203
91,300
4.2
43%
107
4.2
15.0
1,850
91,300
1.70%
107
90%1.70%
94%
91,203
107107
4.2
91,203
4.2
61,400
91,300
90%4.2
107
43%
1071,850
91,203
15.0
1.70%
90%
1074.2
91,203
107
1.70%
6.40%
4.2
4.2
91,203
91,300
90%
1,850
107
4.2
107
90%
91,203
107
1,850
1.70%
4.2
90%
4.2
91,203
91,300
6.40%
107 4.2
4.2
10790%
1,850
91,300
1.70%
107
90%
10
99
%
88%
079%
120
10.30%
120
10.30%
120 114,900
7.7
84,500
184,500
84,500
7.7
78%
120
7.7
116,900
5.1
198,000
10.30%
120
88%
10.30%
79%
84,500
120120
7.7
84,500
7.7
114,900
184,500
88%7.7
120
78%
120
116,900
84,500
10.30%
5.1 88%
1207.7
84,500
10.30%
120
6.60%
7.77.7
84,500
184,500
116,900
88% 120
7.7
120
88%
84,500
116,900
10.30%
120 7.7
88%
7.7
84,500
184,500
6.60%
120 7.7
7.7
120
116,900
88%
184,500
10.30%
120
88%
12
88
10
%
93%
93%
110
12.90%
110
12.90%
11012.3
35,100
49,200
35,100
85,100
12.3
124%
12.3
110
49,200
6.2
12.90%
61,802
110
93%
12.90%
93%
35,100
110110
12.3
12.3
35,100
49,200
85,100
93%
12.3
124%
110
110
49,200
35,100
12.90%
6.2 93%
110
12.3
35,100
12.90%
110
1.20%
12.3
12.3
35,100
49,200
85,100
93% 12.3
110
93%
11035,100
49,200
12.90%
110 12.3
12.3
93%
35,100
85,100
1.20%
110 12.3
12.3
110
49,200
93%
85,100
12.90%
110
93%
11
93
%
97%
288%
102
5.20%
102
102
5.20%
5.1
60,500
17,500
60,500
60,000
5.1
52%
102
5.1
17,500
7.05.20%
3,800
102
97%
5.20%
88%
60,500
102102
5.1
60,500
8.1
17,500
60,000
97%5.1
102
52%
102
17,500
60,500
5.20%
7.0 97%
1025.1
60,500
102
5.20%
0.30%
5.1
8.1
60,500
60,000
17,500
97% 102
5.1
102
97%
60,500
17,500
102
5.20%
5.1
97%
5.1
60,500
60,000
0.30%
102 8.1
5.1
102
17,500
97%
60,000
5.20%
102
97%
10
96
%
99%
597%
105
14.50%
105
14.50%
10515.4
188,000
110,100
110,100
150,300
5.4
55%
105
5.4
188,000
44.1
14.50%
74,930
105
99%
14.50%
110,100
97%
105105
15.4
110,100
5.4
188,000
150,300
99%5.4
105
55%
105
188,000
110,100
14.50%
44.1 99%
105
15.4
110,100
14.50%
105
3.70%
15.4
5.4
110,100
150,300
188,000
99% 105
5.4
105
99%
110,100
188,000
14.50%
105 15.4
15.4
99%
110,100
150,300
105
3.70%
15.4
5.4
105
188,000
99%
150,300
14.50%
105
99%
10
11
9
12
%
89%
97%
106
3.70%
106
105
3.70%
18.8
476,300
54,030
154,000
54,030
8.8
89%
88.8
106
476,300
11.1
54,000
3.70%
112
89%
3.70%
97%
54,030
106105
18.8
54,030
8.8
476,300
154,000
89%8.8
106
89%
106
476,300
54,030
11.1
3.70%
89%
112
18.8
54,030
106
3.70%
0.90%
18.8
8.8
54,030
154,000
476,300
89% 106
8.8
106
89%
476,300
54,030
106
3.70%
18.8
18.8
89%
54,030
154,000
106
0.90%
18.8
8.8
106
476,300
89%
154,000
3.70%
106
89%
10
85
%
95%
599%
15.20%
80 15.20%
80
91 198,000
5.0
219,300
198,010
98,000
5.5
91%
5.4
219,300
806.9
25.20%
98,000
105
95%
15.20%
198,000
99%
80 91
198,000
5.0
15.0
219,300
98,000
95%5.580
91%
219,300
80
198,000
25.20%
6.9 105
95%
198,000
5.0
15.20%
80
1.60%
5.0
15.0
198,000
219,300
98,000
95% 5.5
80
95%
80
198,000
219,300
25.20%
80 5.0
95%
198,000
5.098,000
1.60%
80 15.0
5.0
219,300
8095%
98,000
25.20%
80
95%
19
98

Winter 2012

241 Million American Adults


Listen to Radio Each Week
Thats

93

of everyone in this country


listening to radio each week.
As the past four quarters demonstrate,
radio listening remains strong
and consistent.

93%

93%

93%

93%

March 2011

June 2011

September 2011

December 2011

Source: RADAR, March, June, September and December 2011, Mon-Sun 6AM-Mid, Persons 12+, Weekly Cume
Winter 2012 2012 Arbitron Inc. www.arbitron.com/radiotoday

Radio Reaches Millions of Americans


in Every Key Buying Demo
Each week across America, radio is heard by...

94%

adults 18-34

95%

adults 25-54

95%

adults 35-64
Source: RADAR, December 2011, Mon-Sun Mid-Mid, Weekly Cume
Winter 2012 2012 Arbitron Inc. www.arbitron.com/radiotoday

95%

adults 18-49

Radio Reaches Millions of


Multicultural Listeners
Each week radio reaches...

95

93

of all African Americans

of all Hispanics

Source: RADAR, December 2011, Persons 12+, Mon-Sun Mid-Mid, Weekly Cume
Winter 2012 2012 Arbitron Inc. www.arbitron.com/radiotoday

billion hours
each month

Americans Spend Billions of Hours


Listening to Radio

14.6
Americans listen to radio
for more than

billion hours
each month
With an ever-growing number
of media choices, Americans
preference for and reliance
on radio has endured
year after year.

Source: RADAR, December 2011, Persons 12+, Mon-Sun 6AM-Mid, Weekly Cume
Winter 2012 2012 Arbitron Inc. www.arbitron.com/radiotoday

Nine out of Ten Americans Tune to


Radio During Prime Shopping Hours

90
You can reach

of Americans

on the radio between 6AM and


7PM during the work week.

Source: RADAR, December 2011, Persons 12+, Mon-Fri 6AM-7PM, Weekly Cume
Winter 2012 2012 Arbitron Inc. www.arbitron.com/radiotoday

70

Radio Is Americas Daily Companion

of Americans tune in
to radio each day
for nearly

2 hours and
45 minutes

Source: RADAR, December 2011, Persons 12+, Mon-Sun 6AM-Mid, Average Daily Cume and Average Daily TSL
Winter 2012 2012 Arbitron Inc. www.arbitron.com/radiotoday

Radio Reaches Voters

91
Every week radio reaches

of people who vote

Source: Scarborough USA+, Feb 10-Mar 11 Adults 18+ who listened to at least 1 quarter-hour of radio in the past 5 days
Winter 2012 2012 Arbitron Inc. www.arbitron.com/radiotoday

Radio Audience Levels Remain Very


High During Commercial Breaks
New research shows...

93
Radio delivers more than

of its lead-in audience


during commercial breaks.

PPM ratings are based on audience


estimates and are the opinion of Arbitron
and should not be relied on for precise
accuracy or precise representativeness
of a demographic or radio market.
Source: Arbitron, Media Monitors, Coleman Insights, 48 PPM Markets, October 10-September 11, 866 Stations
Winter 2012 2012 Arbitron Inc. www.arbitron.com/radiotoday

Radio Delivers a Consistently


Big and Valuable Audience
Radio continues to be vital
to millions, which is why its
audience during programming
and commercial breaks has
remained consistently high
month after month, quarter
after quarter, and year
after year.

For more details on how radio reaches American consumers, visit


www.arbitron.com/radiotoday
PPM is a registered trademark of Arbitron Inc. 2012 Arbitron Inc. COR-11-07473

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