Radio Isn’t Going Away

[Commentary] Scarborough USA Plus data shows radio has actually increased its reach of adults 18-54, 25-54 and 18-34 over the past five years. Radio accounts for more than 90 percent of almost any demographic segment of the consumer market every week. And many are surprised to discover that radio is the leading source of reach among media entertainment. More than 95 percent of the people who used Pandora in the past month also listened to broadcast radio in the past week. USA Touchpoints also shows that while consumers have shifted some of their audio entertainment time, it has been away from CDs and iPods, not radio. The number of radio listeners has continued to grow as digital audio has grown.

[Mary Beth Garber is Head of Radio Analysis and Insights, Katz Radio Group]