Radio Retains Significant Reach Among All Media

Radio’s reach among adults remains solidly out in front of all media platforms, according to Nielsen’s Q2 2016 Comparable Metrics Report.

According to the laterst data form Nielsen Radio’s weekly reach clocks in at 93%, followed by TV (87%).

While there are no bombshells in the latest numbers, they reinforce radio’s strengths while disproving notions that the medium is declining at the hands of other audio entertainment options. “We’re growing in the average audience per minute, we’re holding our reach across different demo segments and we’re maintaining our share of the entertainment day with every generation,” Katz Media Group executive VP of strategy Stacey Lynn Schulman told InsideRadio. “No matter the generation, we have consistently high reach and a consistent share of their media day.”

The latest numbers once again show radio’s reach is consistent across demographics, with an audience composition equally divided among persons 18-34, persons 35-49 and persons 50+. That gives radio a unique selling position as an equal opportunity medium across the demographic spectrum. “This isn’t a medium that has more interest among one generation or another, it’s a medium that every generation is enjoying, pretty much the same amount across their day,” Schulman says. “No matter where you are in your life stage, radio is a player.”