Radio Fact or Fiction

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Radio Fact or Fiction?

What You Know About Radio Advertising May Not Be So



Morning Drive Time Is When Most People Listen To Radio

Fact or Fiction?



FICTION!More people listen to radio between 10am and 3pm than at any other time of the day. Morning drive time ranks third.



Radio listening levels are highest during the summer

Fact or Fiction?



FICTION!Radio listening levels remain constant during every season of the year



Radio listening has not changed since the invention of the iPod, iPhone, and iPad

Fact or Fiction?



FACT!Every year since 2002, the year the first iPod went on sale, radio has consistently reached 93% of Americans.

Radio Reach 2002

Radio Reach 2013



50% of radio listeners change stations when the commercials come on

Fact or Fiction?



FICTION!More than 9-out-of-10 listeners stay tuned to a radio station during an entire commercial break.



Seniors are more likely to be radio listeners than millennials.

Fact or Fiction?



FICTION!By far, more millennials are reached by radio than seniors.

92%

Millennials

Age 12-34 95%

Generation X

Age 35-49

94%

Baby Boomers

Age 50-64 86%

Seniors

Age 65+



More than 1/2 of all Americans listen to radio between 7pm and midnight.

Fact or Fiction?



FACT!During TV’s primetime, more than ½ of all Americans listen to the radio.



At work audio listening is dominated by online audio

Fact or Fiction?



FICTION!Traditional AM/FM radio still dominates in-office listening.

AM/FM Radio

Digital Audio

Internet Radio

AM/FM Stream

CDs Piped-In Satellite Radio

Other0%

5%

10%

15%

20%

25%

30%

35%

40%% of Office Workers Who Use Audio



Slide 2/3: Source: RADAR ® 118, September 2013 © Copyright Nielsen Audio (Monday-Sunday 24-Hour Weekly Cume Estimates, All Radio) Slide 4/5: Source: RADAR ® 114, 115, 116, 117, 118 - September 2012, December 2012, March 2013, June 2013, September 2013 (C)Copyright Nielsen Audio (Monday-Sunday 24-Hour Weekly Cume Estimates, All Radio) Slide 6/7: Source RADAR 2002-2012 Slide 8/9: Source: What Happens When The Spots Come On? 2011 Edition; Arbitron, Mediad Monitors, and Coleman Media Research Slide 10/11: Source: Radio By The Numbers, Fall 2013; Nielsen. Slide 12/13: Source: RADAR ® 118, September 2013 © Copyright Nielsen Audio (Monday-Sunday 24-Hour Weekly Cume Estimates, All Radio) Slide 14/15: Source: What’s Working At Work, September, 2013; Edison Research.

Where the Information Comes From



What You Know About Radio Advertising May Not Be So

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Radio Fact or Fiction