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

241,637,000

People 12+ listening each week

RADAR 146, September 2020 (C) Nielsen Audio, M-Su 24-Hour Cume Est.

12.3

Hours listening each week

RADAR 146, September 2020 (C) Nielsen Audio, M-Su 24-Hour Cume Est. P12+

91%

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

Nielsen Total Audience Report August 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.

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.

29 September

Inclusive, Diverse and Community

Author: Annette Malave, SVP/Insights, RAB

Inclusiveness and diversity are words that we are hearing a lot lately. Sometimes they are used interchangeably, when in fact, they are different. According to the Cambridge dictionary, inclusiveness is "the quality of including many different types of people and treating them all fairly and equally." Diversity is "the condition or fact of being different or varied; the mixture of races and religions that make up a group of people." READ MORE

30 June

Three of Radio's Top Leaders with Insights on Managing Through Change

The one thing we all have in common, no matter what our job title is, what market we work in or who we work for - we all experience change. How we deal with change can determine our success.

In this episode of Radio on Main Street, Erica Farber, President and CEO of the Radio Advertising Bureau speaks with industry leaders Hartley Atkins, Jonathan Brewster and Susan Larkin about the fine art of managing through change. LISTEN

22 September

Why Arenâ€™t Boomers Targeted?

Author: Annette Malave, SVP/Insights, RAB

Have you ever heard of Sutton's Law? Itâ€™s based on the principle that when diagnosing something, you should first consider the most obvious. It is based on bank robber "Slick" Willie Sutton's response to a reporter's question: "Why do you rob banks?" His response? "Because thatâ€™s where the money is!" This same response could be applied to the question; "Why boomers?"" 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