Radio Still Top Medium in Terms of Reach

Good news as we start the second half of the year: Nielsen data shows radio remains the top medium for reach — across all adult demos 18+…

Nielsen logoBy Paul Marszalek

Nielsen has released its annual State of the Media: Audio Today report for 2017, and it contains good news for radio.

Radio is still #1 in terms of weekly reach among adults 18+ in the U.S.

Overall, radio reaches 93% of the adult population, beating TV (89%), Smartphones (83%), PCs (50%), TV Connected Devices (44%), and Tablets (37%).

nielsen audio today 2017

Radio remains surprisingly strong among 18-34s, beating all other devices. Radio only loses out to Television among the 50+ set, and Smartphones among the 35-49 age group.

Keep in mind that this is reach. Television dominates in the time spent category, and time spent with Smartphones continues to rise.

The reach figure is a strong argument to advertisers, who are increasingly enamored with the precise targeting offered by digital. Radio needs to better make the argument that listeners remain engaged, and increasing TSL will help. Further, use of digital ad-blockers continues to rise. However, radio has its own “ad-blocker” problem — unreasonably long commercial breaks that drive listeners off the dial.

Filed Under: Actual NewsFeaturedLinkageNewsRadio and Records


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