Radio’s Hyperlocal Reach Attracts Marketers

Which media format has nearly identical reach across age, income and ethnic groups? It’s radio. About 90% of U.S. consumers over age 12 regularly listen to the radio. In the State of the Media: Audio Today, Nielsen encourages marketers to make use of radio because it Microphone On-Airreaches so many consumers who have money to spend at traditional stores in the immediate future.

Radio’s unique reach is all about connecting with working consumers as they’re driving past their favorite convenience store or mall. The right message heard at the right time could convince shoppers to stop and fill their gas tanks or pick up lunch on their noon hour. Part of radio messaging has to do with understanding when the audience is most likely to be listening and which formats engage them.

Nielsen does a great job of summarizing that information:

  • Millennials: This group spend 11.5 hours a week with radio. 72% of that time is out-​of-​home and peak hours are from 3:00 p.m. to 7:00 p.m. The favorite format is country.
  • Generation X: The average listening time for this group is 14 hours a week, largely between 10:00 a.m. and 3:00 p.m. This group is also likely to tune to country stations.
  • Baby Boomers: 66% of the listening time for this group is done out-​of-​home. Boomers tune in 14.5 hours a week, between 10:00 a.m. and 3:00 p.m. and largely enjoy talk radio.
  • African Americans: This demographic is most likely to listen to the radio between 3:00 p.m. and 7:00 p.m. and prefers urban adult contemporary formats. The average weekly listening time is 12 hours and 61% of that listening occurs out of home.

Nielsen analysts emphasize that radio remains a powerful hyperlocal marketing tool. Remind your clients that a small investment in this media can yield huge returns.

To learn more about a specific radio audience, such as Country Music Listeners, check out the AudienceSCAN report available on the Research Store at ad​-ology​.com.

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.