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
247,221,000

People 12+ listening each week

RADAR 138 Sept. 2018 (C) Nielsen Audio, M/S 24-Hour Cume Est.
13

Hours listening each week

RADAR 138 Sept. 2018 (C) Nielsen Audio, M/S 24-Hour Cume Est.
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 Store Traffic


As a truly mobile medium, radio is the medium closest to purchase. So, when a consumer hears a radio commercial, are they more inclined to visit the advertiser they heard? Does exposure to the radio commercial on certain days of the week have a greater influence on when they visit? The Radio Advertising Bureau (RAB) already proved that radio ads drive online behavior in Radio Drives Search, but what about store traffic? Can radio advertising be attributed to a lift in store/location traffic? The RAB partnered with TagStation’s Dial Report team to not only answer that question, but to attribute radio’s traffic lift across various retail ad categories.

Visit Radio Drives Store Traffic


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.

12 November

Growing with Multicultural

Author: Annette Malave, SVP/Insights, RAB

According to projections by the U.S. Census Bureau, by 2045 50.3% of the U.S. population will be comprised of what is now considered racial minorities – Hispanic, Black/African-American, Asian, multiracial and others. While 2045 is more than two decades away, the shift is already impacting the marketing and advertising perspectives and strategies among many of today’s top national advertisers.

Last week, during the 2018 Association of National Advertisers (ANA) “Multicultural Marketing & Diversity Conference,” CMOs, marketing strategists, bloggers, TV hosts and even comedians spoke to the behavior and buying power of these consumer segments. READ MORE

14 November

John Morris, Instructor of Radio and TV at the University of Southern Indiana and Current President of College Broadcasters, Inc.

Educating the next generation of broadcasters is an important topic. And just as important is exposing them to hands on experience before they enter the workforce full time.

In this edition, Erica Farber, President and CEO of the RAB, speaks with John Morris, Instructor of Radio and TV at the University of Southern Indiana. He is also the Faculty Advisor for the college’s radio station 95.7 The Spin. In addition to his full–time teaching responsibilities, John is the current President of College Broadcasters, Inc (CBI). CBI is a member driven organization serving students and advisors of college and high school electronic media outlets. Through events, programs and a network of expertise, it provides its members with educational and professional opportunities as well as facilitating advocacy. LISTEN

5 November

Radio Drives Auto Search

Author: Annette Malave, SVP/Insights, RAB

Consumers today, specifically auto-buying intenders, shop differently. Reasons for differences in their shopping behavior are due to age, brand awareness and ad influence. Thanks to data collection via technology, there are now ways to quantify the impact of advertising and more importantly, the specific impact that can be attributed directly to radio. READ MORE

Radio Matters Sizzle Video

Radio matters. Click play below and find out more.



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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.

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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!

All Rights Reserved. 2018 Radio Advertising Bureau

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