Cumulus Media and Westwood One have examined frequently heard beliefs about consumer media habits, turning to research leaders Nielsen, Edison Research and The Advertising Research Foundation for the facts. In a new blog post, "7 Things Brands Have Completely Wrong About Radio," the companies Chief Insights Officer Pierre Bouvard (pictured) debunks several myths with these facts.
At a 93% weekly reach, AM/FM radio is America's number one mass reach medium, according to Nielsen.
Even among 18-34 Millennials, AM/FM radio is the number one mass reach medium. (Nielsen)
Share of time spent listening to AM/FM radio is eight times bigger than Pandora and 19 times bigger than Spotify, according to Edison Research.
With a 71% share of in-car audio listening, AM/FM is the centerpiece of in-car audio. (Edison)
More Millennials listen to AM/FM radio weekly than any other generation. (Nielsen)
AM/FM radio listening is up among key selling demos. (Nielsen)
The optimal media mix is 71% traditional and 29% digital for Millennials; 78% and 22% for Adults 18+, according to the Advertising Research Foundation.