Facts About Radio
You’re hearing this segment likely because you like listening to the radio…and a new study shows you’re not alone.
Despite the pandemic and so much working from home, AM/FM radio retained 95 percent of its audience from the year before. And speaking of working from home…60 percent of employed Americans are still commuting to work each day…given some of the news coverage, you’d expect that number to be higher.
The saturation rate for AM/FM is high, as well…88 percent of all Americans are reached by AM/FM radio each week…and its share of listeners is 21 times larger than that of Pandora, and 10 times that of Spotify…both on line streaming and podcast services.
And listening doesn’t just happen when people are going to, and coming from, work…so-called “drive time”. A total of 61 percent of U.S. AM/FM radio listening occurs outside of drive time.
Those are the facts. Perceptions are different, though. For example a survey of advertisers showed that they thought radio’s reach was 57 percent of the population…but in reality, it’s 88 percent. And those same advertisers thought only 33 percent of Americans commuted to work every day, when the true number is 60 percent.
As with all things, facts matter. So as with all things, be sure you deal with facts…about your radio listening, and about everything else.
