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Welcome to the inaugural issue of The Secrets of Radio. We're letting you in on some of the secrets of today's growing and evolving radio listener so that you can make informed media decisions.
USA Today: Radio's renaissance sees growth in listeners
According to the recently released RADAR 108, 93% of all persons 12 and older are reached by radio each week. Check out USA Today’s profile on the growth of radio.
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Radio continues to appeal to young demos
RADAR 108 also highlights that, nationally, adults aged 18 to 34 had the largest gains—increasing 508,000 in the past year and reaching 93.7% of all persons in this demographic group. The number of teens aged 12 to 17 listening to radio also increased, rising 203,000 in the past year.
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Avoiding advertising “unhealthy foods” to kids and teens
The World Health Organization (WHO) has been working to facilitate a ban on ads that market foods high in sugar, fat and salt to children. According to press reports, some advertisers have agreed to avoid marketing unhealthy items to children under 12. For more information about the initiative, see the American Council on Science and Health Web site.
| For advertisers who market candy, snack or drinks aimed at young consumers, you can use the Audience Composition Report in my.arbitron.com. With the report you can show outlets/dayparts with more than 80% of the audience over age 18. |
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How Rahm Emanuel used radio in the Chicago mayorial election and won!
Radio can be a very powerful and effective medium for getting people to the polls. In the recent Chicago mayoral race, African-Americans and Hispanics were reached by candidates who chose to use radio for their message. In fact, the winner of the race, Mayor-elect Rahm Emanuel, saturated the airwaves leading up to his election.
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U.S. Hispanic population grows 43%
The much anticipated Census results are in. As of April 1, 2010, there were 308.7 million people living in the United States, an increase of 9.7% between 2000 and 2010. The Hispanic population has grown 43% over 2000 to 50.5 million people. Hispanics comprise 16% of the U.S. population, making them the country's second largest group. For more interesting 2010 Census information, visit the United States Census 2010 Web site.
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2010 Census and Arbitron
Have you been wondering when the new Census numbers will be reflected in Arbitron data? According to Senior Demographer, Dan Estersohn, total numbers for population, as well as race and Hispanic origin, will be in the estimates for Fall 2011. Total numbers for age/sex will be in the estimates for Winter/Spring 2012. For more details, check out Arbitron's 2010 Census white paper series.
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PPM ratings are based on audience estimates and
are the opinion of Arbitron and should not be relied on for precise
accuracy or precise representativeness of a demographic or radio
market.
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USA Today: Radio's renaissance sees growth in listeners
Radio continues to appeal to young demos
Avoiding advertising of “unhealthy foods” to kids and teens
How Rahm Emanuel used radio in the Chicago mayorial election and won!
U.S. Hispanic population grows 43%
2010 Census and Arbitron
The Secrets of Radio, brought to you by Arbitron's Advocacy Insights Team, is a monthly newsletter that provides insights into the power of radio to reach America’s consumers.
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