Facts Book shows radio holding steady

The 1995 Radio Facts Book shows the medium's reach has remained constant for the last six years and its hours tuned show a similar pattern.The Facts Book, just released by the Radio Marketing Bureau, says radio's reach for adults 12+ has...

The 1995 Radio Facts Book shows the medium’s reach has remained constant for the last six years and its hours tuned show a similar pattern.

The Facts Book, just released by the Radio Marketing Bureau, says radio’s reach for adults 12+ has been since 1989 either 95% or 96%.

Last year, its reach was 95%.

For hours tuned among listeners aged 12, the Facts Book says until 1989 radio listening remained consistent, with 20.7 hours tuned a week.

It says, in 1990, hours tuned weekly went to 22.7.

This year, hours tuned are 22.4.

‘Radio’s higher listening level is attributed to increased out-of-home tuning as a result of bbm’s improved diary,’ the Facts Book says.

The source of this information are the Fall BBM surveys.

The Facts Book says radio reaches adults 18+ mainly at home, although getting to them in their cars is a fairly close second, with work a distant third.

Among adults 18+, radio reaches 84% of them at home, 71% in their cars and 23% of them at work.

The reach figure for women 18+ is 87% at home, 67% in their cars and 20% at work.

For men, the reach figures are 87% at home, 75% in their cars and 26% at work.

For ‘teens’aged 12 to 17, the reach figures, naturally, differ.

Radio reaches 84% of ‘teens’ 12-17 at home, 54% in their cars and just 6% of them at work.

The first 1995 Radio Facts Book is free. Additional copies cost $25 from the Radio Marketing Bureau in Toronto.