According to Audio Today: Radio 2016 – Appealing Far and Wide, a recent media and entertainment research study conducted by Neilson, 93-percet of American adults listen to the radio on a weekly basis. The study analyzed adult consumers (organized by age, gender, race and ethnicity, and employment status) to answer the question: Who’s Tuned In? Notable findings are highlighted below.
Who’s Tuned In:
- Ninety-five percent of Gen Xers (people aged 35-49) listen to radio on a weekly basis. Gen Xers are most engaged while commuting to and from work, between the hours of 6AM-10AM and 3PM-7PM respectively.
- Ninety-four percent of Boomers (people aged 50-64) listen to radio on a weekly basis. Notably, Boomers spend the most time listening to radio compared to other demographics – listening for a total of 15 hours per week.
- Ninety-two percent of Millenials (people aged 18-34) listen to radio on a weekly basis; however, since this generation is the largest (66.5 million), it represents the largest number of radio listeners.
- Country music is the top radio format across generations, capturing 14-percent of all radio listening. Second behind country music is news/talk radio (10.7 percent), followed by pop/contemporary radio (8-percent).