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RAB: Radio Is Number One, Mass-Reach Medium

The results are in from Nielsen’s Total Audience Report for quarter 1 of 2015, and things look good for radio. Radio is in first place for mass reach media, as compared to other media forms such as television and smartphone.

The study shows that 93% of adults aged 18 or older listen to radio weekly.

Other results regarding media consumption habits of adults 18+ include:

● Radio is 93%
● TV is 87%
● Smartphones is 70%
● Social networks on smartphones is 61%
● PC is 54%
● Smartphone video is 37%

“Despite the upward growth of smartphones, radio remains the platform with the greatest reach,” said Erica Farber, president and CEO, Radio Advertising Bureau. “The data contained within the report reinforces our message to the advertising community that radio is alive and well reaching consumers — regardless of age, gender or ethnicity.”

Radio has a significant weekly reach advantage over television (93% as compared to 76%) against adults in the 18–34 demographic. Among this same age group, the report shows radio’s number of days of weekly usage (5.0) is second to smartphones (5.9) outpacing television (4.7), tablet (4.6) and PC (3.6) usage. This demographic is also more frequent weekly users of radio versus television.

When it comes to use, radio has the most consistent number of minutes used weekly across all demos versus TV, PCs, smartphones and tablets. In addition, when it comes to adults 18+, black and Hispanic listeners spend more time with radio versus the general market.

Download the full Nielsen Q1 2015 Total Audience Report online here.