Radio's ability to go after a very specific kind of listener is its greatest strength. Radio goes everywhere with consumers, the home, the car, the office, or at the beach. Radio is often the last medium consumers have contact with prior to making a purchase decision. Radio is a local medium. Radio listeners are fiercely loyal to “their” radio station of choice. Listeners identify with call letters, on-air personalities and radio station sponsored events by offering tremendous support of not only the station but also advertisers.

Americans are big fans of Radio! Despite increasing demands on our time from all quarters — and despite ever-expanding media choices — an impressive 93 percent of all Americans age 12 and older tune in to Radio for information, entertainment or discussion over the course of each and every week!

Even with the explosion of new media, Radio remains relevant. Radio has retained 85 percent of its TSL (time-spent-listening) levels over the past ten years.
Radio is a daily habit for Americans of all ages. Listening to our favorite Radio programs is as much a part of our daily routine as taking our vitamins, working out, or going to work or school. On any given day, close to three-quarters (72 percent) of the 12+ population makes time for Radio listening.

Weekdays and weekends, Americans young and old find reasons to tune in to Radio at all hours of the day and night. To make sure their messages get maximum exposure, smart advertisers can run their ads anytime throughout the broadcast day to take advantage of Radio’s wide access to all segments of America’s consumer base.

Proliferating media options mean Americans have more and more choices where to spend their media time. Because Radio is easily available just about everywhere — and because Radio may be enjoyed while accessing other media — Radio continues to capture an average of 19 hours of tune-in each week, providing many opportunities for your advertising message to make an impact!

Targeting upscale demographics? If you’re one of the many advertisers who must reach affluent, well-educated consumers, you’ll find them tuned in to Radio. Radio delivers an impressive 95 percent of America’s most influential consumers each and every week, with average tune-in times well over three hours per day!

Radio Advertising Bureau RAB
2007 Radio Marketing Guide and Fact Book