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Targeting the 92% of U.S. Adults Listening to the Radio Each Week

by | 2 minute read

Smart speakers and stereos at home, car radios, and phones and computers when out of the house. Today, Americans rarely have to be without the radio if they don’t want to be. That’s why Nielsen is classifying the present as The Golden Age of Audio. With so many ways to listen to radio, it’s no wonder that this media platform reaches 92% of American adults every single week. According to Nielsen’s Audio Today 2018 report, other media formats don’t reach nearly as many U.S. adults per week:

  • TV: 88%
  • Smartphone: 79%
  • PC: 79%
  • TV-Connected Devices: 50%
  • Tablet: 47%

Radio’s reach is fairly consistent among all American adults. No matter the age group, the weekly reach percentage never falls below 91 percent. Network-affiliated radio is among the platform’s most popular formats, with over 94% of radio listeners as a whole tuning in each week.

Who are network radio’s listeners? They’re fairly evenly divided between male and female, regardless of age (53% vs. 47%) and 38% never attended college. Eighty-two percent of network radio listeners under the age of 50 are employed, 66% on a full-time basis, while 57% of listeners ages 50 and over are employed, with 45% of that being full-time. Additionally, 38% of listeners under 50 have annual household incomes of more than $75,000 compared to 36% of listeners who are age 50 or older. Both consume more radio outside of their homes than within (78% out-of-home for <50 and 61% for 50+). Those percentages remain fairly consistent regardless of race as well.

In AudienceSCAN by Admall from SalesFuel there are 16 different radio-based audience profiles. From profiles based on where listeners are tuning in to specific stations like ESPN, you’ll be sure to find more information on radio listener demographics, purchase intent and advertising effectiveness.

We’re in the Golden Age of Radio. Make sure your clients
aren’t missing out on this age’s golden opportunity!

Rachel Cagle

Rachel Cagle

Rachel is a Research Analyst, specializing in audience intelligence, at SalesFuel. She also helps to maintain the major accounts and co-op intelligence databases. As the holder of a Bachelors degree in English from The Ohio State University, Rachel helps the rest of the SalesFuel team with their writing needs.

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