AM/FM Radio offers broad reach that will fill in the gaps of high percentages of the U.S. population not reached by alternative audio platforms.
Reaches 89% of the total U.S. 12+ population weekly, according to latest Nielsen Audio data
(Source: Nielsen Audio RADAR 144, March 2020 )
Traditional radio offers advertisers an established, audited audience ratings system (Nielsen Audio); online audio services make claims based on a variety of untested and questionable metrics.
Radio is the go-to source in weather events, emergencies: Consumers turn to AM/FM radio during emergencies and weather events when access to television and cable signals fails. FM chip-enabled smartphones also help to deliver information during these same emergencies.
Insures Exposure to Ad Messages: On AM/FM radio, everyone hears the same content (both programming and advertising) and advertisers run messages tied to specific content in specific time periods; customized online audio sites allow everyone to listen to their own individualized station, so there's no way to buy against specific content at a specific moment. Airing schedules on both AM/FM and digital/online and/or satellite insures that target audiences will be exposed to the advertiser message.
Radio has a high out-of-home presence, making it an optimal vehicle for retailers and other advertisers who need to reach the on-the-go consumer right before they shop:
Among Adults 18+ who have driven/ridden in a car in the past month
81% have ever listened to AM/FM radio in their primary vehicle
41% have ever used owned a CD player in their primary vehicle
48% have ever used owned digital music in their primary vehicle
33% have ever listened to online radio
24% have ever used satellite radio
(Source: The Infinite Dial 2020 – Edison Research/Triton Digital)