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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52%

% state radio is audio source used most often in-car

Infinite Dial 2019
249,716,000

People 12+ listening each week

RADAR 140 March 2019 (C) Nielsen Audio, M-Su 24-Hour Cume Est.
12.7

Hours listening each week

RADAR 140 March 2019 (C) Nielsen Audio, M-Su 24-Hour Cume Est.
92%

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

Nielsen Q3 2018 Total Audience Report

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.

13 May

Radio Helps Small Businesses Grow

Author: Annette Malave, SVP/Insights, RAB

Last week was National Small Business Week. According to the U.S. Census, there are nearly 30 million small businesses. Small businesses play a crucial role in their local communities. They have a positive impact on the job market, help defray costs/taxes and provide consumers with product/service alternatives. They also help shape and influence the community – just like radio.    READ MORE

22 May

Allen Shaw, Pres. & CEO of Centennial Broadcasting and Vice Chairman of the Board, Beasley Media Group

In many markets across the country there are iconic radio stations – radio stations with legacies that, when you hear the call letters, it automatically brings to mind a special feeling or emotional attachment. WPLJ in New York City is one of those stations. It was an early pioneer, successfully programming an album-oriented music format on the FM band, unheard of at the time. With the recent announcement of its sale after 48 years, WPLJ as we know it will be signing off.

In this edition, Erica Farber, President and CEO of the RAB speaks with Allen Shaw, President & CEO of Centennial Broadcasting and Vice Chairman of the Board, Beasley Media Group. With an idea and sheer determination, Allen was able to convince ABC, the original owner of the station, to allow him to turn his vision into a reality.    LISTEN

20 May

Music Radio Delivers a Diverse Audience

Contributor: Jay Nachlis, Associate Consultant/Marketing Director, Coleman Insights

Radio is not a one-size-fits-all proposition. It’s one of the advantages and calling cards of local radio stations — the ability to reach specific audiences with differing tastes. Understanding differences in music tastes and usage helps validate the effectiveness of radio as a local, targeted medium for advertisers.   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

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!