RADIO FACTS

Use the drop downs below to create a custom profile of radio listening or click here to download the 10 Reasons to Advertise.

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49%

% who discover new music on Radio

Nielsen, Music 360, 2017
247,782,000

People 12+ listening each week

RADAR 137 June 2018 (C) Nielsen Audio, M/S 24-Hour Cume Est.
13

Hours listening each week

RADAR 137 June 2018 (C) Nielsen Audio, P12+, M/S 24-Hour TSL
92%

% reached each week (P18+) -- Radio is America's #1 reach medium

Nielsen Total Audience Report Q1 2018

Effectiveness

Radio is America's #1 reach medium. Explore here for ideas on how to put radio's unique marketing power to work for you.

Frequently Asked Questions

FREQUENTLY ASKED QUESTIONS

Browse through a variety of topics covering commonly-asked questions about radio and its extraordinary ability to build brands and motivate consumers.

Frequently Asked Questions

MORE RESEARCH

Find other important research studies including various studies from Nielsen Catalina Solutions, The Infinite Dial, the Jacobs Media Tech Survey and more.

Radio Impact Reports

MATTER OF FACT

Keeping the advertising community in the know about radio across all platforms with information, insights and more. Click here to subscribe.


NEW STUDY: Radio Drives Search


In today's digital world, consumers' path to purchase almost always includes using a search engine. In fact, according to recent Forrester Research data, 71% of consumers begin their journeys by using a search engine to discover new products and services (initiation), and 74% report using a search engine for consideration and purchasing (research, comparison, transaction). One of the most common questions posed to the Radio Advertising Bureau (RAB) by its members and advertisers is: Does radio advertising drive online behavior? Does radio advertising drive search?

Visit Radio Drives Search


New from Radio Matters

Read the latest blog posts, listen to the Radio on Main Street Podcast or CLICK HERE to get Radio Matters Blogs sent directly to your inbox.

13 August

Radio Delivers Experiences Market

Author: Annette Malave, SVP/Insights, RAB

Of all generations, millennials have had the greatest influence on the advertising and marketing world. Their views and opinions and how they communicate amongst each other shifted how advertiser brands engage with them. According to an early study conducted by Harris and Eventbrite, millennials would choose to spend money on experiences versus things and the greater majority had participated in live events in the past year – like concerts, festivals, themed sports, etc.
While millennials, as a target audience, may have been a catalyst to the growth of event/experiential, it is now an important component of many brands’ marketing campaigns – regardless of age groups. Marketers will spend nearly 21% of their overall budgets on event/experiential in 2018 compared to 19% in 2017, according to a 2018 report by Event Marketer. READ MORE

8 August

Tony Gray, President and CEO of Gray Communications

By Erica Farber, President & CEO, Radio Advertising Bureau

In this edition, Erica Farber, President and CEO of the RAB speaks with Tony Gray, President and CEO of Gray Communications. Tony is one of the longest tenured urban radio programming consultants and provides stations with personal consultation, research evaluations and market analysis as well as talent recruitment. His single piece of advice to the industry is to never compromise the product. LISTEN

6 August

Auto Disclaimers Help Drive Purchase Intent

By Annette Malave, SVP, Insights

One of radio's biggest creative challenges has been the disclaimers that are mandatory for commercials of specific ad categories. The long list of rates, money down, and other qualifiers once considered audio noise contained within auto ads may in fact be influential for those consumers who are in the market to purchase/lease a vehicle. Based upon a recent analysis of auto dealer ads, these along with additional findings can be a game changer for increased revenue opportunities for radio. READ MORE

Radio Matters Sizzle Video

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Case Studies

Radio creates brand awareness and drives ROI.
Browse the case study library below and see why radio matters to businesses of all shapes and sizes.

Creative

Listen to award-winning commercial audio and be inspired by the Radio Mercury Awards.




Radio Mercury Awards

The Radio Mercury Awards, the only competition exclusively devoted to radio, was established in 1992 to encourage and reward the development of effective and creative radio commercials. The annual Radio Mercury Awards competition draws entries from advertising agencies, production houses, radio stations, and educational institutions across the country.

MP3 Commercial Audio

RAB's Audio Library contains nearly 1,000 commercials in bright, crisp MP3 format.

Radio Advertising Bureau | Radio Mercury Award Winners

Check out the 2018 Radio Mercury Award Winners. Need more inspiration? Click below and
search the full library of Radio Mercury Award Winners and Finalists.

Go to All Winners and Finalists

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Tools

These tools are designed to help you understand and use radio effectively. Click below to begin.

Why Radio Slide Deck A complete PowerPoint presentation illustrating radio's effectiveness Why Radio - General Market | African-American | Hispanic
FAQ's Answers to some of the most commonly asked questions about radio
Radio Matters Radio Matters is an overarching Radio Advertising Bureau initiative that showcases the strengths of radio in meaningful and impactful ways
10 Reasons to Advertise Targeting, immediacy, ubiquity and more. Here are 10 reasons why radio
advertising works

Ad Spending

Every day, advertisers turn to radio to build strong brands and drive sales. Who are the top spenders?
Check out Ad Spending data and other resources in this section.

Contact Us

Need more help? Ask RAB!

Need more help? Ask RAB!

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