*Monday -
Sunday, 6:00
a.m. -
Midnight
Above
audience
numbers from
Arbitron
Fall 2012
(Persons 12+)
News/Talk
Public
News/Talk
continues to
have Public
Radio's most
educated
listeners:
Nearly 70%
hold a
college
degree or
better, and
almost 92%
have
attended
college.
Those
figures are
far stronger
than all
commercial
radio
formats and
all other
public radio
programming.
Better than
half of
News/Talk
listeners
live in
households
earning
$75,000 per
year. Almost
74% are in
households
generating
over $50,000
per year.
Both figures
are tops
among all
radio
formats.
Nearly three
quarters of
News/Talk's
audience
resides in
households
earning at
least
$50,000,
more than
any other
format.
At 6.5
hours per
week, Time
Spent
Listening to
News/Talk is
second
largest of
all formats,
trailing
only
News/Classical.
News/Talk
has the
longest TSL
of all
formats
35-60
year-olds
and is tied
with
News/Music
for the most
listening
time among
adults aged
25-54.
Events
Attended/Places
Visited
As you
can see from
this table,
public radio
listeners
are avid
supporters
of the fine
arts. They
are more
than twice
as likely as
the general
population
to have
attended at
least
one symphony
orchestra
performance
or opera in
the past 12
months, and
are 91% more
likely to
have visited
an art
museum; one
in four have
done so.
During
the same
time frame,
nearly a
third of
adult public
radio
listeners
have
attended
live
theater,
making them
55% more
likely to do
so than the
average
consumer.
It's not
only
classical
music,
musicals,
plays and
paintings
that attract
the
attention of
public radio
fans; one in
seven (14%)
have
attended a
rock concert
within the
past year.
Auto
Dealer
Preferences
How do
public radio
listeners
make
decisions
about where
they will
buy or lease
a new car?
How do they
compare with
car buyers
in general?
According to
data,
price/value
was the
number one
criterion
used by
adult public
radio
listeners
for their
household's
most recent
auto
purchase,
listed as
important by
28%.
Mentioned
next most
often was
selection of
make/models,
given by 20%
of public
radio
listeners,
and they are
24% more
likely than
the typical
person to
regard
location as
a primary
reason for
selecting a
dealer.
Although
hybrid
vehicles
account for
only 1% of
all car
sales,
public radio
consumers
are twice as
likely as
the general
population
to live in a
household
that owns or
leases a
hybrid.
Food
Product
Choices
Public
radio
listeners
are
nutrition-minded,
as a
correlation
between healthy
eating and
public radio
listening
can be seen
in the above
data. On the
past 30
days, 30% of
adult
listeners
bought
organic
food, making
them 59%
more likely
to choose
organics
than the
general
population.
An estimated
23% bought
energy/nutrition
bars, while
54% bought
yogurt; both
higher than
the national
average.
Public radio
listeners
are also
heavy
consumers of
nuts,
decaffeinated
coffee and
tea.
At the
other end of
the scale,
public radio
listeners,
who tend to
be older
than the
overall
population
are less
likely to
purchase
junk food,
such as
candy and
packaged
cookies.
Items
Shopped
Online
Continuing a
trend,
public radio
listeners
are more
comfortable
shopping for
products and
services
online than
the general
population.
This is
especially
true of
high-end or
discretionary
items such
as travel,
wine,
consumer
electronics
and computer
hardware and
software.
More than a
third of
public radio
listeners
shopped for
books and
airline
tickets
during the
past year
and a third
of them
shopped for
clothing or
accessories.
Nearly 20%
shopped for
computer
hardware/software,
while 16%
shopped for
consumer
electronics.
Convenient
access to
consumer
products
through the
Internet by
public radio
consumers
can be seen
by their
acceptance
of shopping
online for
tickets of
all kinds,
as well as
for books,
music,
medicine,
flowers and
other items.
While 9% of
adults
overall
listened to
radio online
in the past
30 days, 13%
of public
radio
consumers
tuned in on
the
Internet,
making them
much more
likely to do
so than the
general
population.
Arbitron,
Inc. is the
source for
all data on
this page.
