
                         Roanoke Times
                 Copyright (c) 1995, Landmark Communications, Inc.

DATE: MONDAY, January 10, 1994                   TAG: 9401120044
SECTION: EXTRA                    PAGE: 4   EDITION: METRO 
SOURCE: Newsday
DATELINE:                                 LENGTH: Short

SURVEY: WORKING WOMEN LISTEN TO THE RADIO

Women who work full or part time outside the home account for 63 percent of all radio listening, a nationwide study done during the past year has found.

Employed women, or 56 percent of the adult female population, listen to more radio Monday through Friday than do women who do not work outside the home.

The findings are contained in the fall RADAR report, an influential measurement of network-radio listening conducted by Statistical Research Inc., based in Westfield, N.J.

The RADAR study also found that FM radio continued to maintain its daunting 78 percent share of the total radio audience - compared to AM radio, that is.

One more nugget: More than 96 percent of those 12 and older - that is, more than 200 million people - listen to radio during the week. In a so-called average quarter-hour, that comes to more than 23 million listeners.

The 1993 RADAR studies were sponsored by ABC, CBS and other networks, as well as by leading ad agencies and advertisers.

by CNB