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.

Report Type

Select a type of report.


Medium

Choose the medium you would like.


Estimate

Select a estimate.


Audience

Choose an audience type.


When you are ready, click SUBMIT to create your report.

73%

% state radio is audio source used in-car

Infinite Dial 2022
237,184,000

People 12+ listening each week

RADAR 153, June 2022 (C) Nielsen Audio, M-Su 24-Hour Cume Est.
11.3

Hours listening each week

RADAR 153, June 2022 (C) Nielsen Audio, M-Su 24-Hour Cume Est. P12+
88%

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

Nielsen Total Audience Report June 2021

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.


The Power of Actionable Audio Ads

Create stronger, more meaningful brand associations and drive sales by tapping into the powerful combination of conversations and voice commerce.

PDF 



Time With Radio is Time Well Spent

Radio, across its platforms, is a go-to source for its great storytelling, the emotional connections it provides, the talent that consumers consider to be their friends and the trusted information and entertainment, whenever and wherever the listener wants and needs it. From rock to religion, from country to hip-hop, in Spanish, English or another language, radio is there offering diversity of content to a diverse listening audience.

No other media option can do all this. No other media offers this to consumers for FREE. The reality is quite simple; time spent with AM/FM radio is time well spent.

Letter  |   In Spanish  |   FAQs



Audio Pulse: Capturing Perceptions, Opinions and Intentions Among Marketers

Radio serves many purposes in the lives of its listeners. It’s a medium that is very special to local communities - big and small, as it brings many together in a way that feels very intimate. Radio is known for its great storytelling. We trust it for information and entertainment - for crucial information, such as where to take the kids this weekend or to simply turn it up and dance to the latest hits.  

New research shows how radio can help brands build relationships with consumers through the power of storytelling and shared passions. 

In conjunction with the Association of National Advertisers (ANA), RAB brings you this presentation, which provides opinion poll results among marketers and a glimpse at how radio delivers on those insights.

ANA | RAB Presentation



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.

2 August

Use Radio to Gain the Attention of Back-to-School Shoppers

Author: Annette Malave, SVP/Insights, RAB

It is summer! It’s the time of year for backyard parties, days at the beach and back-to-school shopping. While it may be hard to believe, families are already planning their strategy for purchasing all their children’s back-to-school (BTS) and back-to-college (BTC) needs.  READ MORE

26 July

Radio Works to Drive Business and Brand Growth

Author: Tammy Greenberg, SVP/Business Development, RAB

Radio can help brands and businesses grow in a number of ways. Whether the goal is to drive awareness, traffic, or sales, radio can be a key player in a brand's media plan. In fact, according to a 2020 iHeartMedia survey, radio is the No. 1 trusted medium in the U.S., with 75 percent of respondents saying they trust radio for the information and entertainment it delivers.

Through a Radio Works series of online, members-only events, the Radio Advertising Bureau (RAB) has taken a deep dive into more than 18 categories of business, including healthcare, automotive, retail, and restaurants, among others. While each category is unique, one thing remains consistent across the board: radio can be an effective way to drive business and brand growth.   READ MORE

12 July

Radio Bridges the Gap for Dentists

Author: Annette Malave, SVP/Insights, RAB

Kissing a frog, being in a roomful of snakes or using a dirty toilet. Those are just a few of the things that people would rather experience than going to the dentist, according to DentaVox.   READ MORE

NEW 2021 RAB Sizzle Video

Radio matters. Click play below and find out more.



DOWNLOAD




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 2022 Radio Mercury Award Winners. Need more inspiration? Click below and
search the full library of Radio Mercury Award Winners and Finalists.

Listen to the 2022 Winners

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 - All | Black | 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!