WHY RADIO FACT SHEET
Radio Reaches Consumers of Beverages

Read: Every week, Radio reaches 93% of persons age 21 or older who drank any regular domestic (non-light) beer in the past week.

Radio Reaches Consumers of Beer and Wine

Radio's weekly reach among adults 21+ who …  Total  African-American  Hispanic 
Drank any regular domestic (non-light) beer - past month  93%  92%  94% 
Drank any domestic light beer - past month  93%  93%  93% 
Drank any imported beer - past month  94%  94%  93% 
Drank any microbrewed/craft beer - past month  93%  92%  93% 
Drank any malt liquor - past month  94%  95%  94% 
Drank any malt alternative - past month (Bacardi Silver, etc.)  94%  95%  92% 
Drank any hard cider - past month  94%  96%  96% 
Drank any non-alcoholic beer - past month  90%  88%  93% 
Bought any red wine - past 3 months  92%  93%  92% 
Bought any white wine - past 3 months  92%  94%  93% 
Bought any blush or rose wine - past 3 months  91%  93%  93% 
Bought any Champagne or sparkling wine - past 3 months  92%  94%  92% 
Drank any blended or rye whiskey - past month  92%  91%  94% 
Drank any Bourbon whiskey - past month  92%  91%  91% 
Drank any Canadian whiskey - past month  91%  91%  93% 
Drank any gin - past month  92%  94%  93% 
Drank any rum - past month  94%  95%  94% 
Drank any Scotch whiskey - past month  91%  91%  94% 
Drank any tequila - past month  93%  94%  95% 
Drank any vodka - past month  93%  94%  93% 
Drank any whiskey - past month  92%  92%  92% 
Drank any white goods - past month  93%  93%  94% 
Drank other liquor - past month  92%  93%  93% 
Drank any pre-mixed cocktails (with liquor) - past month 
Drank any brandy - past month  91%  94%  93% 
Drank any cognac - past month  93%  95%  95% 
Drank any cordial liqueur - past month  92%  96%  98% 
Source: Scarborough USA+ 2013 Release 2 (August 2012-September 2013)



Radio Reaches Consumers of Non-Alcoholic Beverages

Radio's weekly reach among adults 18+ who ...  Total  African-American  Hispanic 
Drank any regular (not diet) soft drinks - past week  91%  02%  92% 
Drank any diet soft drinks - past week  90%  90%  92% 
Drank any bottled water - past week  92%  93%  92% 
Drank any sports drinks - past week  93%  93%  92% 
Drank any energy drinks - past week  93%  95%  945 
Drank any orange juice - past week  91%  92%  92% 
Drank other fruit juice (not orange) - past week  90%  91%  92% 
Drank any bottled tea - past week  91%  91%  92% 
Drank any hot specialty coffee - past week  92%  92%  92% 
Drank any iced specialty coffee - past week  93%  94%  93% 
Source: Scarborough USA+ 2013 Release 2 (August 2012-September 2013)