Don't sleep on weekends when considering radio listening

When it comes to content creation and advertising, marketers, programmers and broadcasters often let the business at hand shift to auto-pilot when the weekend rolls around. But according to Nielsen’s most recent State of The Media: Audio Today report, they might want to re-arrange their schedules. That’s because the report highlights just how big the radio audience is that tunes in on Saturday and Sunday all across America. Radio’s consistently large reach among consumers of all ages and ethnicities yields more than 265 million weekly listeners aged 6 and older. And the propensity to listen to the radio is generally tied to being outside the home, when most radio listening occurs.