NYC Radio: NYMRAD Claims Digital Advantage For Radio

In a website posting  “New York Radio – The Digital Advantage” posting, the New York Market Radio Association (NYMRAD) reports on NYC Radio's Digital Advantage.  According to NYMRAD, 21% of Adults 18+ have listened to New York radio stations digitally. That’s 3.1 million New Yorkers who stream radio online or listen via apps.

Over-the-air radio reaches 13.2 million Adults 18+ in the New York metro each week (Mon-Sun 6A-12Mid). That’s a greater weekly reach than broadcast TV, non-premium cable, or newspapers. It’s even more than Facebook or Google reach in a month! That’s a great story, but it’s only part of the story. Radio also has an impressive digital audience.

More than one in five (21%) of New York metro Adults 18+listened to a local radio station via the internet or an app in the past month – that’s 3.1 million folks! And this subset of the population are ideal consumers. Let’s take a look at some details.

The age composition shows strength in the 25-54 age group. In fact, Adults 18+ who listened to a local radio station online in the past month are 26% more likely than the market average to be between the ages of 25 and 54.

This group is also affluent. Over half (55%) have annual household incomes of $75,000 or more. And, Adults 18+ who listened to a local radio station online in the past month are 12% more likely than the market average to have a household income of $100,000 or more

Online radio listeners are more educated than the general population. More than two-thirds (67%) of Adults 18+ who listened to a local radio station online in the past month have at least some college education, exceeding the market average by 10%.

In addition to an ideal composition based on age, income, and education, those who listen to local radio online have lots of other great characteristics. Check out the table below. For example, over half (53%) of Adults 18+ who have listened to a local radio station online in the past month are employed in white-collar occupations, exceeding the market average by 17%.

Source: Scarborough, New York, August 2017-August 2018, Mon-Sun 6A-12Mid, Adults 18+