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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50%

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

Infinite Dial 2020

248,811,000

People 12+ listening each week

RADAR 144, March 2020 (C) Nielsen Audio, M-Su 24-Hour Cume Est.

12.4

Hours listening each week

RADAR 144, March 2020 (C) Nielsen Audio, M-Su 24-Hour Cume Est. P12+

92%

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

Nielsen Total Audience Report February 2020

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.

5 May

Radio Ad Categories Web Increases During COVID-19

Author: Annette Malave, SVP/Insights, RAB

Under the current climate of the COVID-19 pandemic, it’s important to disseminate information to various communities effectively. Often overlooked, African-American and Hispanic communities can benefit with a few insights into each group’s media consumption. READ MORE

1 May

Radio's Influencers

Listeners have a personal connection with Radio’s influencers – the on-air talent. They have a personal connection with their favorite station because of their favorite radio personalities and during this very challenging time, the connections between the on-air personalities and their listeners have never been greater.

In this episode, Erica Farber, President and CEO of the Radio Advertising Bureau, speaks with several on-air personalities across the country to ask them about the connections they have with their audiences and why those connections can be so important to advertisers. Even though these conversations were recorded before the Covid-19 crisis, we thought the content was so appropriate for what everyone is dealing with today that we wanted to share it with you. LISTEN

12 May

Local is a Driving Force

Author: Annette Malave, SVP/Insights, RAB

Local truly matters. If there is one thing that everyone has learned during this pandemic, it is how important local businesses and communities matter – to everyone. When this all began, little did anyone realize how much walking into local businesses would be missed. You walk in, say “hello,” and if you frequent them enough, they call you by your first name. This event has been a very painful reminder of how much these local businesses mean to all of us.

Kelton Global, a consumer insights and strategy consulting firm, has been analyzing consumer behavior and sentiment since the onset of the pandemic. The most current data shows that 52% of Americans believe that the long-term effects of the coronavirus will be mostly positive than negative, and 9 out of 10 believe that there will be one positive change to come out of the outbreak. 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 2019 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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