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

248,730,000

People 12+ listening each week

RADAR 142 September 2019 (C) Nielsen Audio, M-Su 24-Hour Cume Est.

12.5

Hours listening each week

RADAR 142 September 2019 (C) Nielsen Audio, M-Su 24-Hour Cume Est. P12+

92%

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

Nielsen Q1 2019 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

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.

16 September

Looking for Coverage? Radio Can Help

Author: Annette Malave, SVP/Insights, RAB

What’s the one thing that everyone needs but not many have? It’s also one thing that many adults won’t speak to their loved one about. Life insurance.

According to the Insurance Information Institute, only 60% of U.S. adults had some form of life insurance and 20% believed that they didn’t have enough. The most common reasons for owning life insurance: cover burial and final expenses, help replaced lost wages of a wage earner and leave some money/inheritance. READ MORE

18 September

Andrea Clay, National Sales Manager for Beasley Media Group/Charlotte

Growing revenue with new and inventive ideas is a focus at every radio station no matter the size of the market. One of the ways to increase revenue at the local level has been around for years – it’s called co-op. While co-op is not a replacement for sales strategy or process, the concept of using co-op dollars to enhance a retailer’s advertising plan is not new, and yet the amount of funds that go unused are staggering and in the billions of dollars. Just like radio stations have evolved from selling solely on-air inventory, co-op plans have evolved and now cover digital, events, promotions, and traditional advertising.

In this edition, Erica Farber, President and CEO of the RAB speaks with Andrea Clay, National Sales Manager for Beasley Media Group/Charlotte. The concept of co-op is being embraced in a big way by the cluster and the results are even bigger! LISTEN

9 September

Radio Leads the Charge in the Audio World

Author: Annette Malave, SVP/Insights, RAB

Today, consumers have a multitude of audio options to choose from — broadcast, satellite, pure-plays and podcasts — across a multitude of devices. In other words, audio has never been hotter. 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.

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

$5,000 Radio Station Produced Commercial

Space Raccoons

Client: Allied Termite and Pest
Emmis Austin Radio

$1,500 PSA Spot or Campaign

Thoughts and Prayers

Client: Sandy Hook Promise
Southern California Broadcasters Association

$1,500 Game Changer: Most Innovative Commercial Use of Radio

4-Second Recipes

Client: American Egg Board
Will Work For Food Marketing

$1,500 Most Innovative Use of Audio Showcase

Invisible World

Client: Old Spice
CBS Radio

$3,000 Integrated Campaign with Radio/Audio

Battle Against Cancer

Client: Susan G. Komen
Carton Donofrio Partners

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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