Author: Annette Malave, SVP/Insights, RAB
If you have read this blog in the past, you have read about radio’s inarguable strengths. You’ve read about radio’s ability to connect, engage and deliver results. This post is different.
Today’s blog is focusing on radio’s greatest strength – reach. That’s right. Despite all the entertainment options today, radio still reaches more adults each week than any other medium. Radio is still #1.
The latest Nielsen Audience Insights Data reports that radio reaches 225,780,000 adults 18-and-older every single week. Radio touches the lives of more people than other media options.
Radio’s strong connection and engagement among diverse audiences is indisputable. Based on this same data, radio reaches 29.2 million Black adults 18+ and 40.5 million Hispanic adults 18+ every single week, quantifying radio’s role within their lives.
The role that radio has in the lives of radio listeners 18+, including Blacks and Hispanics, is significantly greater compared to the time spent on social media networking sites on their smartphones. Across the board, these adults spend well over nine hours every week tuning into broadcast radio versus seven-plus hours among all adults 18+, Hispanic adults 18+ or eight hours among Blacks 18+.
When it comes to the elusive 18–49-year-olds, radio is on their radar. Broadcast radio connects with 115.2 million weekly, dispelling the perception that the younger generation doesn’t listen to radio.
Given today’s complex media landscape and the options available to consumers, radio ranks high for entertainment and information. Radio is a federally licensed medium that delivers music, news and companionship in the markets where these listeners work and live matters and it matters to them. Radio is still #1.