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RAB Wants to Dispel Radio ‘Myths’

RAB Wants to Dispel Radio ‘Myths’

The RAB has identified eight issues about radio it says are misunderstood, exaggerated or underestimated. It has sent journalists covering the industry a reference guide and data to support its arguments.
On the topic of ad clutter, RAB summarized several studies indicating that spot loads have been reduced; that consumers perceive TV to have more commercials; that Clear Channel’s “Less Is More” has been noticed; and that listeners prefer more frequent and shorter breaks.
Other issues RAB seeks to clarify with journalists include perceptions that radio is “uncool” and not innovative; that it doesn’t reach young people; that it’s not a “branding medium”; that schedule integrity is a problem; and that listenership is declining disproportionately.
RAB said radio reaches 94% of the population and that the total number of listeners has consistently grown each year; with 25 million new listeners in the past 10 years.

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