State of the Media: Audio Today—How America Listens
Radio, one of the original mass media, continues to play a big part in the lives of Americans everywhere—with 243 million Americans listening weekly. That means more than 91% of Americans (age 12 or older) are tuning in each week.
In today’s rapidly evolving world of consumer choice and technological advancement, audio—and more specifically local radio—remains an integral part of our lives. Radio is a trusted companion while fighting traffic in the morning, finding a soundtrack for the workday, or setting the mood for the weekend as Saturday and Sunday approach.
For advertisers, radio delivers a mass audience in real-time across markets large and small that is highly qualified; reached outside the home when they’re ready to buy, the vast majority of radio listeners are in the workforce. More than three quarters of the national adult audience works full or part time during the week.
How Big Is Radio’s Reach?
The power of radio extends across all major demographics and ethnicities: 91% of Millennials are reached by radio each week, and penetration among both African Americans and Hispanics also exceeds 90%.