State of the media: Audio today - how America listens

This report provides evidence on why the power of radio is still strong and demonstrates how radio can provide advertisers with qualified consumers close to the point of purchase.
  • Nielsen's State of The Media: Audio Today Report reveals that more than 91% of Americans (age 12 or older) tune in to radio each week.
  • This includes 91.3% of all millennials, 94% of Generation X'ers and 93.5% of Boomers.
  • It also shows that radio peaks during the work day and that it reaches qualified consumers close to the point of purchase as the majority of radio usage comes from the employed audience, away from home....

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We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

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