Radio Reaches More than AnyMedia
% Americansreached byradio
Radio has the greatest penetration of any media(print, broadcast, or digital,)reaching 90 percent of Americans each week.
(source: Arbitron, “Radio Today:How America Listens to Radio, 2007edition,” p. 3. Total percentages based on spring 2006 data)
02040608010020012008Radio Reach Strong Despite New MediaWeekly Reach
Despite the availability of numerous new mediaalternatives, radio’s weeklyreach has declined onlymodestly in the past severalyears, from 94.9% in Spring2001, when the iPod wasintroduced, to 91% in Fall ’08
(source: Arbitron Radio Today,2009)
Radio Listening Occurs Away fromHome, Mostly in Cars
% RadioListening incars or awayfrom home% RadioListening atHome
From 7AM to 7PM weekdays,more radio listening takes place away from home:accompanying listeners in thecar, at work or some other location. Overall, 64% of weekday listening occurredout-of home. Commutersmake up 44% of radiolisteners.
(source: Arbitron Radio Today, 2009, Nielsen Media Research)