There’s the perception that radio is being overcome by streaming audio platforms like Pandora and Spotify, especially among younger audiences ages 18-34.  New research from Nielsen debunks that perception and shows that radio isn’t just viable but is the only audio medium capable of reaching large numbers of all ages.  That’s true of ad-supported and non-ad supported platforms.

As marketers we are only interested in ad-supported channels.  Radio’s impact is even more pronounced when comparing reach among ad-supported options for audio marketing campaigns.

Like the reach comparisons, radio’s impact is also more pronounced when comparing time spent with ad-supported audio.

Radio use spans the bulk of the day, reaching consumers on the path to purchase; it is the dominant audio source in the car.  A daily habit for millions, radio is a particularly effective medium for advertisers due to its legacy of reaching listeners during the prime hours of the day while they are out of home and closest to the point of purchase (commuting, working, shopping). Furthermore, radio is also the top audio source in the car. More than 60% of all time spent with audio in vehicles goes to AM/FM radio as of the Q1 2023 Edison Share of Ear study.

Americans are still listening to radio in large numbers and it’s one of the few mediums capable of high target audience reach for marketers.