Radio is a powerful medium that reaches millions of Americans each week—243 million in fact. Every generation listens to the radio, and all generations boast listener bases of more than 85 percent. Generation X and Baby Boomers lead the pack, however, at 95 percent and 94 percent, respectively.

Millennials (ages 12-34) are avid radio listeners as well (94%), and those that listen to radio the most are early adopters, impulse buyers and tech savvy. For example, they’re 46 percent more likely than the average listener to own a smartphone or tablet computer.