Seven Things You Should Know
About Radio

1. Gets them when it counts…An amazing 63% of 25- to 54-year-old consumers listen to radio within one hour of making their biggest purchase of the day. Compare that to 22% for TV, 13% for newspapers and 12% for magazines.

2. Best bet for building brand awareness…Radio outscores TV in key messages communication. In fact, 51% of listeners remember a brand’s key message after hearing it on the radio vs. 33% of TV viewers.

3. The most popular medium…Each morning, 82.7% of people ages 12+ listen to the radio. Meanwhile, only 29.8% of adults watch morning television (7AM–9AM) and less than half of people read a newspaper Monday to Saturday (66% read it on Sundays).

4. Handy fact…Almost 82% of all radio stations are commercial stations. The four most popular radio formats continue to be: Country, Adult Contemporary, News/Talk and Oldies.

5. Drivers, a captive audience…In the car, on the road, it’s radio. Radio reaches 83.7% of adults 18+ each week, while in their car.

6. A lot of consumers…Radio reaches 95% of all consumers every week.

7. Yes, even at work…36% of all adults listen to radio at work.

Sources: Arbitron/RAB Media Targeting, 2000
Pre-Testing Company, 1999-2000
Media Audit/Readership Institute, 2002