According to the latest Nielsen statistics radio currently reaches over 90% of all people in the US or 222,921,000 listeners every week. This information can and should be a catalyst for us to take every step we can to improve this trend.

While listenership is high, radio does have a slightly lower TSL but this is true for many other platforms as well. All stats boiled down, people still listen to radio for 12 hours, 58 minute per week on average. The report also says that radio usage has remained consistent with primary demos. The average 18-34-year-old listener tunes in for 11 hours, 5 minutes per week, compared to 13 hours, 39 minutes for 35-49s, and 13 hours, 50 minutes for those 50+. Hispanics listen to more radio than average, at 13 hours, 38 minutes per week. African-Americans listen 13 hours, 29 minutes.

This report clearly shows that radio has weathered many storms but it must be pointed out that the storms continue. As other platforms become easy for all to use and data costs lower, they will become much more attractive to the consumer. In our ADG focus groups, we hear conclusive reasoning why radio remains so strong:

·        It’s easy and convenient

·        The platform is everywhere

·        Local content

·        Music

·        It’s free

They key to our future success depends on us focusing on the only two things we have control over: 1. Local content.  2. Music. If we do everything we can to enhance these two areas we will strengthen our relationship with our listeners, both new and old.

Now is not the time to coast. We need to make sure the accelerator pedal is all the way to the floor. There are no speed limits on the radio highway to winning and influencing people.

Brian is a 30 year radio veteran who has successfully served many companies over the years as Program Director, Operations Manger and VP of programming. After many years of success working for individual radio stations and clusters, Brian Joined one of the most trusted consulting firms in the country, Audience Development Group. For the last 15 years Wright has enjoyed building alliances with scores of stations in the US & Canada helping them grow in ratings and revenue. Contact Brian at brian@audiencedevelopmentgroup.com
 

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