Network Radio Grows in March 2011

I've posted previously about the Arbitron ratings of terrestrial radio, and the ratings group has released its RADR Report (Radio's All Dimension Audience Research) for this month.  This report focuses on advertising, and the most noteworthy statistic from the report is that approximately 74% of persons 12 or older have heard a network radio commercial during an average week this month.  After the jump, you will find more age specific statistics, but all fall around the same percentage.  This figure is apparently a growth of 3.6 million from the figures from last March.


These figures don't seem to line up with the statistics from my previous post, in which Arbitron reported 93.2% of persons 12 or older listened to radio in a week last year, although both figures showed growth from the previous reports.  Perhaps this is an indicator that listeners don't really want to hear the ads (surprise!).  While it's still hard to avoid the advertisements, as is true anywhere else, many people are apparently dial punchers and successfully avoid the ads.  What does this mean for programming?  Well, at the very least, it means that it's still better than the ads.