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 91% of Americans 18+ monthly.¹
• Across demos, radio continues to have a high reach every month.¹
• 18+: 86%
• 18-34: 85%
• 35-49: 93%
• 50+: 92%
• 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
• 46% of A18+ said radio puts them in a good mood.³
• 43% of A18+ say that the radio relaxes them.³
• 43% of A18+ say that radio is pure entertainment.³
• 41% of A18+ say that radio keeps them informed/up to date.³
• 55% state that they feel a connection while listening to the radio.⁴
• 36% state that radio keeps listeners informed about local news.⁴
• 30% 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 8.1 hours weekly. Adults age 25-54 listen to the radio on an average of 10 hours a week.²
• Radio is available across platforms and devices.
• 218MM P12+ have listened to online audio (includes AM/FM streams) in the past month.⁵
• 70% of A18+ that have driven/ridden in a car past month have ever used AM/FM radio.⁵
• 67% 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 175K auto dealer ads exhibited an impact on web traffic.⁹
• Increased visitor life average by 7%.⁹
• There was an average on 3.2 new website visits per airing.⁹
• Radio influences consumer behavior.
• 12% increase in new users when radio ads were on air versus off air.⁹

Sources: 1) Nielsen Audio Today, June 2023; 2) Nielsen Audio, RADAR 161, June 2024; 3) 2024 MRI-Simmons Spring Doublebase; 4) Jacobs Media Tech Survey 2024 - Radio in the AI Era; 5) The Infinite Dial 2024 - 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 Auto Dealers, 2023

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