A new report from Nielsen touts how consistent this nearly 100 year old medium continues to be, despite thriving audio competition nibbling at its feet. Radio continues to reach more Americans than any other platform measured by Nielsen. Among adults 18+, radio reaches 92% of U.S. adults every week.
And the listeners are diverse, according to radio’s ratings company. Adults 18-49 are the demo that tunes in the most. The monthly reach for these listeners is 132.4 million (98% of the population), and Country is the format they prefer most. Adults 25-54 are the second most reached demographic for radio, with 123.6 million (99%) of the population listening each month.
When broken down by gender, both women and men 18-49 use radio in large numbers, with their listenership nearly equal at 65.9 million for women (97%) and 65.4 million for men (98%). And again, Country is the top format.
And for those who argue that kids do not listen to the radio as they glue their eyeballs their smartphones, Nielsen says, not true. 93% of the U.S. teen population listens to radio monthly. “That translates to 23.3 million 12-17 year-olds who tune in to radio each month. With this young demographic, Pop Contemporary Hit Radio (CHR) is the top format of choice while Country ranks number two.”