Marketers continue to seek the best mix of media formats to reach consumers. While much is made of the growth prospects of new media and the multiple ways in which online video can influence prospective purchasers, consumers spend a significant portion of their day listening to radio. To date, radio’s reach continues to overshadow online when it comes to  capturing a share of consume time.  Nielsen indicates the following breakout for how consumers spend time with media (concurrent use):

  • Live TV 67%
  • Broadcast radio 18%
  • Internet  11%
  • Newspapers 3%
  • Magazines 1%

Who spends the most time listening to the radio on a daily basis? According to Nielsen, the demographics point to men, middle-aged, and well educated consumers:

  • Men (79%) Women (75%)
  • Ages 18-34 (79%) Ages 35-54 (81%) Ages 55+ (70%)
  • High school or less (69%) Some college (78%)  College degree (79%) Advanced degree (82%)

The study findings indicate that the typical radio consumer spends 80+ minutes a day listening in. Consumers who listen the most are well-educated, employed and enjoy a higher income.  An additional advantage offered by radio is that consumers cannot time shift their attention as they do with TV. A well-crafted marketing message or sponsorship of a program that consumers regularly listen to might be well-received as they drive to or from work. Radio should continue to be an important part of every marketer’s media mix.

[Source: How U.S. Adults Use Radio & Other Forms of Audio: an Observational Study. Nielsen. 2009. Web. 10 March 2010]