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Kin statewide study
University of Denver's study of radio and its audience locates and describes the consumer for all sponsors
M
i
npondents reported, for five wars r longer.
• Radio is welcomed as an wal■ys available" medium and is
I'lftcn used for companionship.
• Nearly half its listeners sa\ hey depend on radio "a greal deal"
U ir "fairlj much" for information uk ibout products and services.
• Vlthough eight out of ten liseners tunc in to hear music, man) f them have sharp criticisms of nusic programs.
• More highly selective listening >ccuis in areas where there are
Afnorv stations to listen to.
• Radio is not often looked to foi . 'food for thought" — a fact that
night give programers something o think about, the report suggests.
• The more isolated people are whether by geographic, physical,
conomic or social causes the
nore the) depend upon radio.
listening Patterns. The report tlickl) establishes that almost >l verybod) in Colorado listens to adio. It is such a popular and acessible medium, in tact, that an mpressivc number of the people Qterviewed eight out of ten — aid that the) had access to a radio. -.j hat the) had access to a portable. iiat they personal!) owned a raio. that they themselves listened 3 radio at least five days a week. The breakdown on those astoning answers goes something like his: 98 percent of the sample reported being able to listen to a raio somewhere, somehow. Eighty percent had access to a portable Bdio. Another "5 percent — nearly ight out of ten — answered "yes" i-hen asked if the) owned a radio (ersonally. And 85 percent said lat they listened to radio five to even days a week. An interesting oint about radio's prevalenc
CHART 1: Radio
Audience
Characteristics
Characteristic (Base) SEX
Light Listeners
(38°o)
Moderate Listeners
(26°o)
Heavy
L:sten> t;
(36°o
Male (97
39%
29%
32
Female (103)
37
23
40
AGE
13 19 29
31
31
38
20-24 (21
29
19
52
25 34 (30^
53
24
23
35-44 (61)
28
29
43
45-64 (41)
41
27
32
65 and over ( 1 8)
50
6
U
EDUCATION
Elementary and some high school 70>
33
21
46
Completed high school
64
33
29
38
Some College (38)
42
29
29
Completed college or more (28)
53
29
18
INCOME
Under $5,000 (67
37
20
43
$5,000-56,999 42
36
21
43
$7,000-$9,999 55
41
35
24
$10,000 and more 32
41
25
34
ACCESS TO RADIOS
Access to 1-3 radios 78)
49
22
29
Access to 4-6 radios 78
31
33
36
Access to 7 radios or more (44
30
22
48
; Jly 6, 1964