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Demographics

Information provided by Talkers Magazine “Updated 2011”

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Information provided by Arbitron Inc. “Radio Today 2007”

News/Talk/Information (Page 19)

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Capturing 47 million listeners each week via 1,503 stations, News/Talk/Information (N/T/I) has a bigger audience at any time of day and more outlets than any format except Country. In the Spring 2006 ratings, a News/Talk/Information station was No. 1 in six of the nation’s top 20 markets—better than any other format.

At any given time, N/T/I attracts 10.4% of radio listening, and the format has gained in audience in the four years between 2002 and 2006.Men are in the majority among listeners, with 56% of the audience. Its listeners are 19% more likely than the average person to be married, and they are the least likely of all radio listeners to be single. Like AC and Oldies, N/T/I is a maturing format:
The average listener in 2006 was 58 years old, compared with 56 in 2005. Nearly all of its audience is 25 or older—more than any other format. Three-quarters are 45+, and over half are 55+. Its audience composition of 18-54s is decreasing, and N/T/I listeners are among the most likely to be empty-nesters.  The number of people 12+ who tune into radio each week has reached an estimated 241.5 million, representing 93.1% of all persons age 12 and older.

Note: Due to rounding, totals may differ.
Source: Format definitions are from Arbitron. Data come from
Maximi$er® Plus National Regional Database, Spring 2006.

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News/Talk/Information (Page 20)

The gradual aging of N/T/I listeners is reflected in listening by- location shifts; at-work listening is declining while at home listening has gained. Only Classical has a higher stake of its listenership tuning in at home. By 12+ share, N/T/I is the No. 1 format in the New England and Pacific regions, and ranks second in the Middle Atlantic, South Atlantic, West South Central, East North Central, West North Central and Mountain regions.

Note: Due to rounding, totals may differ.
Source: Format definitions are from Arbitron. Data come from
Maximi$er® Plus National Regional Database, Spring 2006.

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News/Talk/Information (Page 21)

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N/T/I’s audience is educated and becoming more so, with 43% being college grads. Over 75% of N/T/I listeners have attended college, and they are among the most likely to have postgraduate degrees and investments. Nearly 40% of N/T/I listeners were in households earning $75,000 or more in 2006, and they index higher among homeowners than listeners of any other format. Time spent listening for N/T/I is among the three highest of all English-language formats at more than nine hours per week. News/Talk/Information P1 listeners accounted for 73% of the format’s listening in Spring 2006. Its listenership is also increasingly non-black and non-Hispanic.

Note: Due to rounding, totals may differ.
Source: Format definitions are from Arbitron. Data come from
Maximi$er® Plus National Regional Database, Spring 2006.

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News/Talk/Information (Page 22)

N/T/I listeners are frequent moviegoers, and index above the national average when it comes to getting exercise, favoring hiking/backpacking and tennis, while also enjoying health/exercise clubs. They are more likely than the average listener to be part of a household that is shopping for a new car in the next 12 months, and also are in the market for an HDTV and satellite radio service.

Note: Due to rounding, totals may differ.
Source: Format definitions are from Arbitron. Data come from
Scarborough USA+, Release 1, 2006.

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