US network radio has increased its popularity among the coveted 18–34 demographic, according to the latest RADAR figures from Arbitron.
Comparing audiences of 31 networks between January 24, 2001 and January 22, 2002, the report found a 7% increase in young adult audiences.
“This was one of the first RADARs where I’ve seen the 18-34 year-old audience do better overall,” declared Dr Tom Evans, senior vp–research for ABC Radio Networks, whose Young Adult network saw a 19.8% leap in 18–34-year-old audiences and a 10.4% increase overall.
The top network in the young adult demographic was Source Max – owned by Westwood One – which enjoyed a 13.9% boost.
The list of leading networks by overall audience was dominated by Clear Channel’s Premiere Radio Networks, owner of six of the top ten. Top spot, however, went to Westwood One’s CNN Max with an audience of 6.67m, while the biggest increase in listeners was posted by ABC’s Urban Advantage, up 38.1%.
Data sourced from: MediaWeek.com (USA); Arbitron; additional content by WARC staff