Best of 2014: 35% of Network Radio Listeners are Age 55+

Nielsen reports that U.S. consumers continue to engage with traditional radio at a high rate. Over 91.5% of U.S. folks over age 12 tune into radio every week.  The Nielsen RADAR report is based on inputs from both the Portable People Meter (PPM) and Diary data.

Marketers should know that  35% of network radio audience members are over age 55. The consumers most likely to hear radio ads are men between the ages of 45 and 54. At least 75.5% of these guys are exposed to at least one radio ad in a given week. Younger Hispanics, those in the Millennial and Gen X categories, are big radio listeners, too. 65% of these folks spend part of the week tuned into the airwaves. On the other hand, nearly 80% of African Americans in the Gen X and Baby Boomer demographic group are regular radio listeners.

About 65% of radio listeners are also homeowners. These consumers may welcome hearing radio ads related to home furnishings. AudienceSCAN reports that 25% of these audience members intend to buy a new bed or mattress this year and 21% will likely buy new living room furniture.  Radio listeners also over-​index for their intent to hire an accounting or tax service this year and to seek out financial or retirement planning services. An ad campaign targeting radio listeners during drive time might be the perfect way for these marketers to get their message out to their target audience.

AudienceSCAN data is available as part of a subscription to AdMall for Agencies. Media companies can access AudienceSCAN data through the Audience Intelligence Reports in AdMall.

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.