RADIO FACTS

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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.

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 Q2 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

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

MORE RESEARCH

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

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.

3 December

Buying Attitudes of Radio Listeners and Streamers

Author: Annette Malave, SVP/Insights, RAB

Holiday shopping is in full swing. According to the National Retail Federation (NRF), over 165 million consumers shopped online from Thanksgiving through Cyber Monday. When it comes to spending, 77% of consumers will spend the same or more this year than last, based on another NRF survey.

With all this news about shopping, we thought it might be interesting to look at the overall buying habits and attitudes of AM/FM radio and streaming listeners. READ MORE

5 December

David Bevins, Chief Operating Officer for Connoisseur Media and Co-Chair of RAB’s Sales Advisory Committee

In this edition, Erica Farber, President and CEO of the RAB speaks with David Bevins, Chief Operating Officer for Connoisseur Media and the co-chair of the RAB’s Sales Advisory Committee.

From pre-call qualifications with potential new advertisers to sellers becoming more of a consultant or advisor to local businesses, David is looking forward to using what they learned from this year into a strong 2019. With competition at an all-time high, he believes radio sellers are the sustaining resource as the one person who cares so much about local businesses. LISTEN

10 December

Radio Drives Restaurant Search

Author: Annette Malave, SVP/Insights, RAB

Food is fabulous! And it’s even better when someone else prepares it and serves it to you – whether it is in a casual dining establishment, white tablecloth restaurant or even in a to-go bag.

The restaurant industry has undergone vast changes to meet the expectations of consumers. They seek out unique foods and concepts that are authentic – in both flavor and experience. They also expect healthy options that will delight the inner foodie in them.

Studies have shown that words and sounds (especially those related to food) can bring imagery to mind – one of radio’s many strengths. And when you use any of these words or similar tactics within a radio commercial, radio drives restaurant search. READ MORE

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.

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.

RADIO'S TOP SPENDERS

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