Radio - An Effective Medium

• Radio is an effective medium.
• The top choice for audio and entertainment - at home, in-car and on the go.
• Radio’s reach
• Radio reaches 92% of Americans 18+ monthly.¹
• Radio continues to have a high reach among traditional media every week.¹
• 18+: 86%
• 18-34: 80%
• 35-49: 88%
• 50-64: 91%
• Radio - a trusted ad medium
• Americans trust traditional media the most.
• 45% of Americans said they somewhat or very much trust advertisements heard on the radio.⁷
• Listeners value radio - for news, entertainment and companionship
• 47% of A18+ said radio puts them in a good mood.⁴
• 45% of A18+ say that the radio relaxes them.⁴
• 44% of A18+ say that radio is pure entertainment.⁴
• 42% of A18+ say that radio keeps them informed/up to date.⁴
• 52% state that they feel a connection while listening to the radio.⁵
• 37% state that radio keeps listeners informed about local news.⁵
• 31% state that radio allows them to escape pressures of everyday life.⁵
• Radio is a part of everyday life.
• 46% of A18+ listen to radio one to five hours weekly while 33% of radio listeners listen six+ hours per week.³
• Radio is available across platforms and devices.
• 218MM P12+ have listened to online audio (includes AM/FM streams) in the past month.⁶
• 70% of A18+ that have driven/ridden in a car past month have ever used AM/FM radio.⁶
• 67% of radio listeners say that it is easy to listen to while in-car.⁵
• Radio builds awareness among heavy radio listeners
• Adults 18+ who are heavily exposed to radio (180+ mins/day) are 189% more likely to have shopped a jewelry store in the past four weeks compared to those with no radio exposure.⁸
• 183% are more likely to have shopped a sporting goods store.⁸
• 160% are more likely to have shopped an auto parts store.⁸
• 137% are more likely to buy/lease a vehicle.⁸
• Radio personalities connect with and influence listeners.
• One in two listeners have a favorite radio personality whom they have been listening to for an average of eight years.⁹
• Listeners (78%) share what they hear from their favorite personality with their family and friends.⁹
• 77% of listeners would try a brand recommended by their favorite radio personality.⁹
• 83% of radio listeners value and trust their favorite personalities opinions.⁹
• 60% of radio listeners claim that they listen to the radio is because of the DJ/Hosts/Shows.⁵
• 60% of radio listeners claim that they listen to the radio because they like a particular show or hosts.⁵
• Radio drives online activity.
• An analysis of 92K lawn and garden retailer ads exhibited an impact on web traffic.¹⁰
• Increased visitor life average by 4%.¹⁰
• There was an average on 4.0 new website visits per airing.¹⁰
• Radio influences consumer behavior.
• 21% increase in new users when radio ads were on air versus off air.¹⁰

Sources: 1) Nielsen Audience Insights, December 2022; 3) RAB; Statista, Radio Listener Monitor 2020; 4) 2023 MRI-Simmons Spring Doublebase; 5) Jacobs Media Tech Survey 2023 - Radio in the Post-Pandemic Era; 6) The Infinite Dial 2024 - Edison Research/Audacy/Cumulus Media/SiriusXM Media; 7) YouGov, Global study: Which types of ads do people trust, 2021; 8) The Media Audit 60 Market Aggregate 2020; 9) Katz Radio Group, Our Media, 2019; 10) NumericOwl, RAB Radio Grows Site Traffic for Lawn and Garden 2021

---