WHY RADIO FACT SHEET
Media Reach

In a Nielsen analysis of data from the Council for Research Excellence Consumer Mapping Study, broadcast Radio reached more than 77 percent of adults daily compared to 64% for Web / Internet users, 35 percent for newspaper readers and 27 percent for magazine readers. In total, more than 90 percent of adults in the study were exposed to some form of audio media.

The $3.5 million landmark study was conducted in 2008 and used direct real-time observation methods to record the media behavior of participants in five major markets.

In a Nielsen analysis of data from the Council for Research Excellence Consumer Mapping Study, broadcast Radio reached more than 77 percent of adults daily.

Daily Reach by Medium

Television  95% 
Radio  77% 
Web / Internet (excluding email)  64% 
Newspaper  35% 
Magazine  27% 
Nielsen analysis of a Council for Research Excellence (CRE) study, 2009