15 Facts About Radio

Mary Beth Garber, EVP/Radio Analysis and Insights at Katz Radio Group, has compiled a terrific list of radio facts!  Enjoy!

• More 18-34 Adults use Radio each week than any other medium.  

(Scarborough USA+, Release 1  2012 USA Adults 18-34, sample size 29,250)

• More 25-54 Adults use Radio each week than any other medium.  

(Scarborough USA+, Release 1  2012 USA Adults 25-54, sample size 88,248)

• Radio reaches more Adults 18-34 during the work day than any other medium.  

(GfK MediaDay 2012 (Fieldwork 11-12/Doublebase Respondents) weighted to population (000) Base A18-34, Mon-Sun 5A-5P,  sample size 1214)

• The average person 12+ in the USA spends about 2 hours and 40 minutes a day with  Radio.  (RADAR 114 September 2012 Monday-Sunday 6AM-Midnight for Persons 12+, sample size 395,655)

• 18-34 Adults spend more time each day with radio than with the internet. 

(2012.2 MBI - USA TouchPoints smartphone enabled National probability sample of 2,000 persons aged 18-64, Nested within  GfK/MRI’s Survey of the American Consumer)

• Adults 18-34 are 52% more likely to be heavy users of radio than heavy users of television in the USA. 

(Scarborough USA Plus - Release 1, 2012, 12 Month Adults 18-34. Heaviest two quintiles of exposure, sample size 29,250)

• 70% of people with favorite Radio personalities follow them on social media.  

(USC Annenberg School for Communication & Journalism, PSI Study released  June 2012, Woodley, P. and Movius, L. People With a Favorite Radio Personality in Los Angeles 617 respondents)

• More than half of people with favorite Radio personalities have considered or  purchased a product/service advertised during their favorite Radio personality’s show. 

(USC Annenberg School for Communication & Journalism, PSI Study  released  June 2012, Woodley, P. and Movius, L. People With a Favorite Radio Personality in Los Angeles 617 respondents)

• More people of all ages would be more upset to go without their Radio station than to go without Facebook.  

(Alan Burns/Triton Digital “The Future of Radio” September 2012 National Consumer Database;  25,000,000 Panelists; August & September 2012; All Ages, Genders and Format Fans; Total Polled = 41,252; Roughly in Line with 2010 Census; Heavily Caucasian)

• 85% more Adults 18-34 use Radio on a typical day than Facebook.  

(comScore Inc Ratings AprilJune 2012, RADAR 114 September 2012, P18-34, 6A-12M, sample size 106,023)

• Only about 10% of Adults 18+ will listen to satellite radio in a week.  Nearly 93% of Adults 18+ will listen to Radio in a week. 

(Scarborough Release 1 2012 (Feb 2011 – Feb 2012, Adults 18+, M-Su 6a-Mid )

• Radio reaches more than 90% of virtually any market segment each week. 

(RADAR 114 September  2012, Mon-Sun 6A-Mid sample size 395,655)

• On Radio, the audience listening level from the beginning to the end of a 6-commercial break is 93% of what it was before the break.  

(Arbitron, Media Monitors and Coleman Insights “What Happens When the Spots Come On?”  study of 866 radio stations measured by Media Monitors and Arbitron across all 48 PPM markets in the United States during the months of October 2010 through September 2011 covering a total of 17,896,325 unique commercial breaks involving 61,902,473 minutes of advertising.)

• Virtually all Radio Listening happens LIVE, in real time, while more than half the Adult 18-49 top 10 TV shows’ ratings come from 7 day DVR viewing. (MediaLifeMagazine.com October 2012)

• There are more than 11,000 commercial radio stations licensed in the US, more than ever before as radio continues to grow.  (FCC July 2012)

Tom’s Take: A lot of positives here, great way to start the week!