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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73%

% state radio is audio source used in-car

Infinite Dial 2023
234,701,000

People 12+ listening each week

RADAR 156, March 2023 (C) Nielsen Audio, M-Su 24-Hour Cume Est.
11.1

Hours listening each week

RADAR 156, March 2023 (C) Nielsen Audio, M-Su 24-Hour Cume Est. P12+
86%

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

Nielsen Audience Insights Dec. 2022

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.


Top Cultural Trends of 2023

Horizon Media’s WHY Group has identified major cultural shifts and key forces at play influencing the nine trends we’re seeing unfold for 2023. They include ongoing inflation, an uncertain job market, a new Congress with a new party in power and a relaxing of the hypervigilance we held for the past three years. We’re starting to see the practical uses of technology that just a few years ago seemed futuristic, and at the same time, we’re grappling with the broader societal impact of these technologies.

Read More



A Bright Future: The Evolution of Radio

This report shows how radio is evolving and continues to embrace technological advances to stay current and engage with the modern consumer. It also shares a glimpse into radio’s future from the perspective of audio professionals.

Read More



Inflation Nation: The status of the "American Dream" and how brands can help.

The U.S. is having its highest inflation period in 40 years. And this time, a once-in-a-generation event is taking place on the heels of another once-in-a-generation event. Just as people emerge from two years of COVID lockdowns, they’re being greeted by insanely high prices for everything from gas and groceries to hotels and airfare - leading to a wallet lockdown.

Read More 



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.

16 May

Radio and Small Businesses are Perfect Partners

Author: Annette Malave, SVP/Insights, RAB

During the pandemic, while many businesses were impacted, the role that small local business within communities was magnified. Many small businesses had to pivot to survive or struggled to keep their doors open.   READ MORE

17 May

Radio on Main Street featuring John Osborn, U.S. director, Ad Net Zero

Author: Tammy Greenberg, SVP Business Development, RAB

Ad Net Zero is one of those critically important resources, and at the ANA Masters of Marketing Conference, RAB’s Tammy Greenberg spoke with John Osborn, U.S. director, Ad Net Zero, for the ninth episode of the Radio on Main Street ANA Masters series.  READ MORE

2 May

Wage Transparency Legislation Brings Unique Challenges and Benefits for Employers

 

One of the greatest challenges employers across all lines of business has experienced is recruitment. A talent pool shortage, applicant expectations, hybrid or remote work demands and more, compounded by economic uncertainty has made it difficult for employers to not only fill those open roles but also retain current employees. Radio has often successfully served as a medium to help organizations and businesses with their recruitment efforts.

READ MORE

NEW 2022 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!