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 57% of persons 12 and older.

Radio Is Strong During TV’s Primetime

  Persons  Men  Women 
12+  56.7%  57.5%  55.9% 
12-17  57.5%  53.8%  61.4% 
18+  56.6%  58.0%  55.3% 
18-24  64.5%  62.0%  67.1% 
18-34  63.7%  62.8%  64.8% 
18-49  62.8%  62.7%  62.9% 
25-54  61.7%  62.6%  60.9% 
55+  46.1%  48.9%  43.8% 
35-64  58.5%  60.0%  57.0% 
65+  39.8%  42.5%  37.7% 
Source: RADAR ® 121, June 2014 © Copyright Nielsen Audio (Monday-Sunday 7PM-Midnight Cume Estimates, All Radio)



Radio Reaches TV Viewers and Light TV Viewers

Radio reaches 78.5% of the 26.0% of adults who watch TV 7-9 a.m., and reaches 81.8% of the 74.0% of adults who don't watch 7-9 a.m. 
Radio reaches 77.4% of the 30.0% of adults who watch TV 9 a.m.-4 p.m. and reaches 82.4% of the 70.0% of adults who don't watch 9 a.m.-4 p.m. 
Radio reaches 77.2% of the 28.9% of adults who watch TV 4-5 p.m. and reaches 82.4% of the 71.1% of adults who don't watch 4-5 p.m. 
Radio reaches 80.4% of the 48.4% of adults who watch TV 5 p.m.-prime, and reaches 82.1% of the 51.6% of adults who don't watch 5 p.m.-prime. 
Radio reaches 82.5% of the 71.5% of adults who watch primetime TV, and reaches 81.1% of the 28.5% of adults who don't watch primetime TV. 
Radio reaches 81.4% of the 29.9% of adults who watch late evening local news, and reaches 80.1% of the 70.1% of adults who don't watch late evening local news. 
Source: The Media Audit – Year January 2012 - March 2013 / 82-Market Report (Based on Daily Television Viewing estimates)