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Nabco Radio Reports

Nabco Radio Reports

North American Broadcasting wants you to be informed about your media buying decisions. We have provided a extensive list of articles pertaining to radio for you to read about our industry. Please feel free to contact us at any time with any questions you may have about radio or our stations.

Radio revenues from the automotive category may have softened in the first quarter of 2013 but the medium continues to be the top performer for the amount of time planned vehicle purchasers spend with any media.  Planned vehicle purchasers spend more than 20% of their day with radio compared to second ranked internet (no email) at 18%.


 AM/FM Radio is the media used most often during shopping. Persons 25-54 listen to radio more than using any other type of media while they shop. AM/FM Radio gets the most exposure while consumers are out buying. 

How to Read:

These figures represent “Weekly Cume Ratings.” For example, slightly less than 93% of Women 18-24 in the United States tuned in to radio at least once during an average week, between the hours of 6AM and Midnight, Monday through Sunday. The tan background represents the average of all Americans at least 12 years old who listen to radio at least once during the week (92.5%). You can then see how radio reaches various demographic groups compared to the national average.


 AM/FM Radio is the leader in out of home media consumption. Persons 25-54 listen to AM/FM Radio more than any other media outlet when spending time outside of home. Radio gets the most consumption when consumers are on the go. 






















The report shows radio’s audience holding steady year over year, reaching more than

241 million listeners, or more than…

92% of the U.S. population on an average weekly basis.


  • Adults 18 to 34 shows the largest gains among the major age demographics, adding more than 600,000 weekly listeners. Radio reached 67 million adults aged 18-34 in an average week.
  • Radio reaches nearly 126 million adults aged 18 to 49 and more than 119 million adults aged 25 to 54 in an average week.

The December 2012 RADAR report illustrates radio’s ability to attract affluent, educated consumers.
  • More than 95% of adults aged 25 to 54 with a household income of $75K or more and a college degree tune in to radio on a weekly basis, that’s nearly 26 million listeners in this demographic.


  • Also, nearly 70 million, or 94%, of Adults aged 18 to 49 with a household income of $75K or more tune into radio on a weekly basis.

Radio continues to dominate the audio entertainment landscape, and out delivers web, social networking or mobile usage during the average day among Adults age 25 to 54. These are the most notable findings of a study commissioned by Arbitron and presented at this week's Radio Show, hosted by the National Association of Broadcasters and the Radio Advertising Bureau in Dallas.

"Where Radio Fits: Radio's Strengths in the Media Landscape" examines the continued strength of AM/FM radio among Adults aged 25 to 54 and the advantages radio delivers over other media outlets. The study also looks at where consumers are accessing various media platforms and the emotional impact these media have on users.

  • AM/FM radio is the strongest pre-shopping medium, reaching 31% of 25-54s during the hour before the peak shopping period (1-2PM). AM/FM Radio's reach during this crucial decision making hour is nearly twice that of live TV (17 percent).
  • AM/FM radio delivers 86 percent of the total time Adults aged 25 to 54 spend with the three main audio platforms. AM/FM Radio delivers nearly eight times more time spent than satellite radio and seventeen times more than internet audio streaming.
  • AM/FM radio is the second most widely consumed of the top media platforms. During the average day, radio reaches 59 percent of adults aged 25 to 54, second only to television, which reaches nearly 80 percent of these adults. Trailing radio are the Internet (49 percent), social networking (19 percent), mobile web/app usage (16 percent).
  • AM/FM radio adds considerable reach to other media platforms. When combined with live television, radio adds an additional 14 percent reach of adults aged 25 to 54 and an additional 60 percent when combined with Internet
  • AM/FM radio is heard by a variety of decision influencers with 43 percent of respondents aged 25 to 54 saying they listen with their children, 38 percent listen with their spouse or partner.

"Radio's consistently large reach together with its ability to deliver the 'the last word' during the crucial pre-shopping hours make it highly valuable for advertisers who are looking to maximize ROI in a fragmented media environment," said Bill Rose, Senior Vice President of Marketing, Arbitron Inc. "This study along with the more granular data Arbitron is providing to agencies and modelers should help reinforce radio's strength in the marketing mix."

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