Radio Remains America’s Top Reach Medium

As highlighted in Nielsen39s report State of the Media Audio Today radio reaches more Americans than any other platform On a weekly basis more people listen to radio than watch TV or consume content on smartphones Even among the most connected Millennial consumersamp160radio has a greater reach than TV or smartphones with 92 of those aged 1834 listening on a weekly basis and spending an average of more than 11 hours doing soEditor39s Note Click to download the full report Nielsen report State of the Media Audio TodayThe vast majority of Americans get their radio from local network affiliate stations listen throughout the day and do so when theyamp8217re away from home and therefore more likely to make purchases There are a few key differences in listening patterns depending on the age group howeverMillennials listen to the least radio although they still manage to tune in for more than 11 hours a week especially during the afternoon rush hours Generation X prefers listening during the morning commute and spends an additional 25 hours a week in the company of the radio Boomers with more time on their hands listen to the most radio of all amp160over 15 hours a week amp160and are more likely to be tuned in during the middle of the dayThe popularity of radio spans not only all ages and genders but also all cultural groups Hispanics are the fastestgrowing radio audience accounting for 40 million weekly listeners or about 97 of the Hispanic population Similarly more than 90 of black Americans or over 31 million people use radio each week Both groups listen to an average of well over 12 hours of radio a weekBecause the majority of radio usage occurs outside the home among working consumers radio skews slightly more male than TV Internet and print The heaviest radio consumers are not likely to be heavy TV watchers but they do have a lot in common with heavy Internet users in particular an average age in the 40s a similar average household sizeamp160and a strong affinity to social media amp160Itamp8217s clear that radio is an integral part of media consumption for millions of AmericansImage courtesy of Corbis The opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated bloggers

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Radio Remains America’s Top Reach Medium

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Philip Goldsmith

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Radio Remains America’s Top Reach Medium

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