With both of the leading research companies in agreement, it was concluded that the radio medium attracts a fairly large, consistent audience.
As traditional media makes room for new forms entering the marketplace, some may assume that audiences are decreasing for those traditional forms. However, recent research studies infer that radio audiences have not left the medium.
According to MediaPost, both The Nielsen Company and Arbitron have done independent studies following radio audiences and the movement patterns attributed to these people. Based off Nielsen’s findings, the listening population remained stable between 2009 and 2010.
For 2010, Nielsen found that radio would reach 91.4% of Americans who are 12+ years old. This is a slight increase from last year with 90.2%. Arbitron’s study shows that 93.1% of Americans aged 12+ are being reached by radio each week.
With both of the leading research companies in agreement, it was concluded that the radio medium attracts a fairly large, consistent audience. This information can be helpful when planning a budget for the upcoming fiscal year.
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