WHY RADIO FACT SHEET
Radio Reaches TV Viewers and Light TV Viewers

Most consumers today have access to a huge number of TV and cable channels delivered over the air, via cable, satellite or internet connections -- and they can watch at home or on the go, in real time or time shifted. What’s a TV advertiser to do? Buying Radio in addition to television enhances your chances of reaching TV and non-TV viewers, even during TV’s “prime” time!

Read: Each week during TV’s primetime viewing hours, Radio reaches 55.1% of all persons 18 and older.

Radio Is Strong During TV’s Primetime

  Persons  Men  Women 
12+  55.2%  55.8%  54.7% 
12-17  53.5%  51.3%  55.8% 
18+  55.4%  56.2%  54.6% 
18-24  61.4%  58.9%  64.1% 
18-34  60.9%  59.3%  62.5% 
18-49  60.7%  60.1%  61.3% 
25-54  60.3%  60.5%  60.2% 
55+  46.3%  48.7%  44.3% 
35-64  58.0%  59.1%  56.8% 
65+  40.4%  42.6%  38.9% 
Source: RADAR ® 131, December 2016 © Copyright Nielsen Audio (Monday-Sunday 7PM-Midnight Cume Estimates, All Radio)



Radio Reaches TV Viewers

Adults 18+ who watch any broadcast TV, 81% listen to AM/FM radio. 
Adults 18+ who watch any broadcast TV, 76% listen to AM/FM radio in-car during the week. 
Adults 18+ who watch any broadcast TV, 70% listen to AM/FM radio in-car on the weekend. 
Source: GfK MRI 2016 Doublebase Watching Any Broadcast TV