State of the media: Audio today - A focus on medium and small market radio

This study demonstrates that radio still has a large impact in medium and small markets, speaking to a big and qualified audience of employed listeners across age groups and backgrounds.

  • Over 85% of consumers (age 12 or above) tune in each week, spending on average more than 15 hours of their media time with radio.
  • Millennials make up the largest generation of radio users in small and medium markets with a reach of 86.5%.
  • In all segments, the morning drive accounts for the top daypart, except for baby boomers (who peak at midday) and millennials who listen during the pm drive.
  • Stations that play country music take the top share of listeners with 15%....

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