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 82% of Americans 18+ weekly.1
- Across demos, radio continues to have a high reach every month.1
- 12-17: 73%
- 18-49: 78%
- 25-54: 81%
- 50-64: 88%
- Radio - a trusted medium
- Americans trust broadcast radio for news.
- 63% of Americans trust broadcast radio as a news source.6
- Listeners value radio - for news, entertainment and companionship
- 45% of A18+ said radio puts them in a good mood.3
- 42% of A18+ say that the radio relaxes them.3
- 42% of A18+ say that radio is pure entertainment.3
- 40% of A18+ say that radio keeps them informed/up to date.3
- 56% state that they feel a connection while listening to the radio.4
- 41% state that radio keeps listeners informed about local news.4
- 31% state that radio allows them to escape pressures of everyday life.4
- Radio is a part of everyday life.
- Adults 18-24 listen to the radio 8 hours weekly. Adults age 25-54 listen to the radio on an average of 9.5 hours a week.2
- Radio is available across platforms and devices.
- 228MM P12+ have listened to online audio (includes AM/FM streams) in the past month.5
- 74% of A18+ that have driven/ridden in a car past month have ever used AM/FM radio.5
- 66% of radio listeners say that it is easy to listen to while in-car.4
- 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.7
- 183% are more likely to have shopped a sporting goods store.7
- 160% are more likely to have shopped an auto parts store.7
- 137% are more likely to buy/lease a vehicle.7
- Radio listeners are emotionally invested in radio.
- 68% of adults 18+ who are fans have a favorite radio station.8
- 40% follow the station on social media.9
- 43% attended a station's event including concerts, charity events and store remotes.8
- 60% feel like their favorite radio station cares about the community.8
- 61% of radio listeners claim that they listen to the radio is because of the DJ/Hosts/Shows.4
- Radio drives online activity.
- An analysis of 2024 radio advertising activity of charitable, religious and nonprofit organizations found that:9
- 60-second commercials generated a 6% lift in website visits9
- For every radio ad that ran, there were 4 new site visits, on average 9
Sources: 1) Nielsen Audience Insights, Q4 2024; 2) Nielsen Audio, RADAR 164, March 2025; 3) 2024 MRI-Simmons Fall Doublebase; 4) Jacobs Media Tech Survey 2025; 5) The Infinite Dial 2025 - Edison Research/Audacy/Cumulus Media/SiriusXM Media; 6) Morning Consult Survey, March 2024; 7) The Media Audit 60 Market Aggregate 2020; 8) Katz Radio Group, April 2023; 9) AnalyticOwl Cause Marketing Ads on Radio: What’s Working Best, 2024
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