| Radio is truly a medium for all seasons! While some media display sharp peaks and valleys in their ability to attract and hold audience attention, Radio's consistent levels of audience reach across all four quarters of the year are a definite plus! Whether your marketing
goal is short-term impact or long-term share maintenance, Radio's very stable audience base
represents an excellent platform for your brand's message.
| Average Persons Using Radio by Quarter |
| Demo |
Age | DEC '15 |
MAR '16 |
JUN '16 |
SEP '16 |
DEC '16 |
| Persons |
12+ | 90.8% |
90.8% |
90.8% |
91.0% |
91.0% |
| Persons |
12-17 | 87.4% |
87.4% |
87.5% |
87.7% |
87.6% |
| Persons |
18+ | 91.1% |
91.1% |
91.2% |
91.3% |
91.3% |
| Persons |
18-24 | 89.0% |
88.8% |
88.8% |
88.8% |
88.8% |
| Persons |
18-34 | 90.5% |
90.5% |
90.5% |
90.5% |
90.5% |
| Persons |
18-49 | 91.9% |
91.9% |
92.0% |
92.0% |
92.0% |
| Persons |
25-54 | 93.1% |
93.1% |
93.2% |
93.3% |
93.3% |
| Persons |
55+ | 89.1% |
89.1% |
89.2% |
89.4% |
89.5% |
| Persons |
35-64 | 93.5% |
93.5% |
93.6% |
93.7% |
93.8% |
| Persons |
65+ | 85.9% |
85.9% |
86.0% |
86.1% |
86.3% |
| Men |
12-17 | 84.9% |
85.1% |
85.5% |
86.0% |
86.1% |
| Men |
18+ | 91.4% |
91.3% |
91.3% |
91.4% |
91.4% |
| Men |
18-24 | 87.1% |
87.1% |
87.0% |
87.0% |
86.9% |
| Men |
18-34 | 89.3% |
89.2% |
89.2% |
89.2% |
89.2% |
| Men |
18-49 | 91.2% |
91.1% |
91.1% |
91.3% |
91.2% |
| Men |
25-54 | 92.8% |
92.7% |
92.8% |
92.9% |
92.9% |
| Men |
55+ | 90.8% |
90.7% |
90.8% |
91.0% |
91.0% |
| Men |
35-64 | 93.8% |
93.7% |
93.7% |
93.9% |
94.0% |
| Men |
65+ | 88.0% |
88.0% |
88.0% |
88.2% |
88.2% |
| Women |
12-17 | 90.0% |
89.8% |
89.5% |
89.5% |
89.2% |
| Women |
18+ | 90.9% |
90.9% |
91.0% |
91.1% |
91.2% |
| Women |
18-24 | 90.7% |
90.6% |
90.8% |
90.7% |
90.7% |
| Women |
18-34 | 91.8% |
91.8% |
91.9% |
91.9% |
92.0% |
| Women |
18-49 | 92.7% |
92.8% |
92.8% |
92.8% |
92.9% |
| Women |
25-54 | 93.6% |
93.5% |
93.6% |
93.6% |
93.7% |
| Women |
55+ | 87.6% |
87.6% |
87.8% |
88.0% |
88.2% |
| Women |
35-64 | 93.2% |
93.3% |
93.4% |
93.5% |
93.6% |
| Women |
65+ | 84.2% |
84.2% |
84.4% |
84.5% |
84.8% |
| Source: RADAR ® 127, 128, 129, 130, 131 - December 2015, March 2016, June 2016, September 2016, December 2016 (C) Copyright Nielsen Audio (Monday-Sunday 24-Hour Weekly Cume Estimates, All Radio)
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