7 Things Brands Have Completely Wrong About Radio

October 17, 2016

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.


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