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NAB: More Than Three-Quarters of Americans Think Radio is Important

NAB: More Than Three-Quarters of Americans Think Radio is Important

Nearly eight out of nine respondents, or more than three-quarters of Americans, believe radio stations regularly provide important news and information relevant to local communities. This is according a poll commissioned by NAB.
The poll, performed by the Washington polling firm The Mellman Group, found that 78% of Americans believe local radio stations provide a “very important” or “somewhat important” role in providing valuable news and information. Only 3% of respondents said local radio stations are “not at all important” in providing relevant community news and information.
“This poll confirms the findings of other surveys,” said Doug Mellman, president of The Mellman Group. “Local radio remains a vibrant and trusted medium that millions of Americans rely upon for important information and entertainment programming relevant to their daily lives.” The Mellman Group national telephone poll of 1,000 consumers was conducted Dec. 17-19.
By a 5-1 margin (65% to 13%), consumers expressed satisfaction with the overall programming provided by local radio stations. The survey also found that 77% of consumers believe their favorite local radio stations provide the music that they like either all of the time, most of the time or some of the time. Only 13% of radio listeners believe that local stations rarely or never carry music that they like.