Awareness of XM Satellite Radio and Sirius Satellite Radio among people 12 and older has reached 61 percent, according to a study by Arbitron Inc. and Edison Media Research.

Nearly one in five non-subscribers to satellite radio say they are “very” or “somewhat” likely to subscribe to satellite radio in the next 12 months, according to the study, “The Infinite Dial: Radio’s Digital Platforms,” explores the expansion of the radio market and its implications for advertisers and media planners. The findings are based on a survey of 1,925 people between Jan. 13 and Feb. 12.

“Consumers are quickly embracing radio’s digital platforms and this new research reveals that these advertising vehicles are becoming increasingly viable,” Bill Rose, senior vice president, marketing of Arbitron, said in a statement.

The growth in usage of radio’s new digital platforms, which includes satellite radio, as well as Internet radio, does not appear to be cutting into the audience for traditional free-to-air radio, the study said.