5 Reasons Radio Still has The Most Listeners

Despite the rise of digital streaming services, terrestrial radio the most listened-to medium in the United States. According to Nielsen’s 2022 Audio Today study, an astonishing 93% of Americans aged 18 and older listen to the radio at least once a month. As one of the oldest forms of media transmission, radio has been accused of being outdated, but its sustained popularity proves that sentiment wrong. Radio’s easy access, and low cost (free) and have given it staying power.

1. Radio Is On-the-Go

Radio listening occurs primarily outside the home, split mostly between cars and the workplace. Radio owes the biggest part of its popularity the daily commute, where many people listen to the radio during their drive. This “drive time” has long been a premium time slot for advertisers to reach their target audience. Once at work, radio helps people get through long days in the office, combating stress and boosting morale. Radio is the medium that allows marketers to reach big audiences while they are out and about, within an easy drive of local retail stores, restaurants, salons and gyms.

2. Radio Is Free

As radio is ad-sponsored, listeners have long had free access to radio programs with no monthly fee. While the most popular streaming services have ad-supported free subscriptions, the paid versions are increasingly expensive. Most radio stations are available to everyone online via their FM radio transmitter and on their website via their player.

3. Radio Can Be Life-Saving

In an emergency, radio broadcasts are an essential form of communication. As a live broadcast, radio can deliver timely news and updates in a way that streaming services like Spotify and Pandora simply aren’t equipped to do. Even during a power outage, a battery-powered radio can provide life-saving information. In moments of crisis, radio has always been a dependable source on which communities can rely.

4. Radio Can Target a Specific Audience

The effectiveness of an advertising campaign depends on targeting people at the right moment. Advertisers can target listeners who best meet their businesses' needs thanks to radio's various formats and stations. Since media firms have in-depth information and analysis of each station's demographics, they can give insights into which days, hours, and formats might benefit a business the best.


5. Radio Has the Widest Reach

Terrestrial radio reaches more listeners, more effectively. Regardless of the number of listeners, a single radio transmitter can cover a huge geographic region. This helps you to maximize your marketing budget by reaching a wider audience at a reduced cost. Because of the economic effects of the pandemic, businesses are seeking more cost-effective advertising channels to reach a bigger audience.

Given all its strengths, it's no wonder radio remains the best way to reach an audience. Yes, podcast is growing, but its niche nature means it’s difficult for podcast to compete with a far-reaching geographic region covered by radio. Get in touch with one of our Gear Gurus upgrade your broadcast equipment today!