Hello, Hello, Are You Listening?
According to an analysis of the spring 2010 ratings in 51 US markets by The Nielsen Company, it appears 25-54 year olds are listening (to radio that is).
Persons age 25-54 listened to the radio an average of 24 hours and 23 minutes each week during spring 2010. In addition, 25-54 year olds listen to the radio 8.7% more than 18-34 year olds.
The 25-54 demographic also beat the 12+ and 18-34 brackets in reach and rating. In spring 2010, radio reached 95% of 25-54 year olds on a weekly basis, 2.4% more than 18-34 year olds and 1.9% more than 12+.
In terms of weekly rating, during spring 2010, 25-54 year olds had an 18.4% weekly radio rating, 10.8% more than 18-34 year olds and 7.6% more than 12+.
According to BIA/Kelsey, total radio revenue for 2010 could reach $14.21 billion, a 3.7 percent gain. This is a conservative forecast for a business that saw double digit declines in 2009.
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