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When they listen

Ninety-six percent of women 25-34 listen to the radio at least once a week, according to a recent Arbitron report, the highest rate of any adult age group. Women 18-24 had the highest rate of listenership during the weekdays from 10 a.m. to 3 p.m, and the overall weeknight and weekend dayparts. Men 18-24 years old, on the other hand, were the adults least likely to listen to the radio during nearly every daypart, including a low of 89.8 percent overall listenership.

Listening by daypart
Weekday
6-10 a.m.
Weekday
10 a.m.-
3 p.m.
Weekday
3-7 p.m.
Weeknight
7 p.m.-
midnight
Weekend
6 a.m.-
midnight
Overall
Men 18-24
68.3%
66.5%
72.6%
54.5%
68.4%
89.8%
Women 18-24
73.8%
76.7%
80.8%
62.5%
77.0%
94.6%
Men 25-34
79.9%
69.7%
79.8%
49.0%
70.5%
94.4%
Women 25-34
81.9%
76.6%
82.7%
50.7%
75.5%
96.0%

Source: SportsBusiness Journal analysis of Arbitron data

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