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Radio is Officially America’s Number One Mass Reach Medium

Nielsen’s Q1 2015 Total Audience Report Finds Radio’s Reach Consistent Versus Other Media

New York, NY – June 24, 2015 – Recently released findings from the Nielsen Q1 2015 Total Audience Report prove Radio’s position as the number one mass reach medium versus other media options – reaching 93% of Adults 18+ every week. While other media are finding themselves in a position of eroding their reach, Radio remains strong. 

Insights from the Nielsen Q1 2015 Total Audience Report show that:
  • Radio is the top reach vehicle among Adults 18+, A18-34 and A35-49.
  • Among Adults 18+, Radio’s weekly reach (93%), surpasses TV (87%), Smartphones (70%), Social Networks on Smartphones (61%), PC (54%) and Smartphone video (37%).
  • Radio has a significant weekly reach advantage over television (93% to 76%) against Adults 18-34.
  • Among this same age group, Radio’s number of days of weekly usage (5.0) is second to Smartphones (5.9) outpacing Television (4.7), Tablet (4.6) and PC (3.6).
  • They are also more frequent weekly users of radio versus television.
When it comes to use, Radio has the most consistent number of minutes used weekly across all demos versus TV, PCs, Smartphones and Tablets.  In addition, when it comes to Adults 18+, Black and Hispanic listeners spend more time with Radio versus the general market. 

“Without any doubt this report proves Radio is America’s number one reach medium,” noted Erica Farber, president and CEO, Radio Advertising Bureau. “And despite the upward growth of smartphones, Radio remains the platform with the greatest reach,” stated Farber.  ”The data contained within the report reinforces our message to the advertising community that Radio is alive and well reaching consumers – regardless of age, gender or ethnicity.”

To read the Nielsen Q1 2015 Total Audience Report, click here.

About RAB
The Radio Advertising Bureau serves more than 6,000 member Radio stations in the U.S. and over 1,000 member networks, representative firms, broadcast vendors, and international organizations. RAB leads and participates in educational, research, sales, and advocacy programs that promote and advance Radio as a primary advertising medium. Learn more at www.rab.com.