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20 Radio Advertising Statistics worth listening to

Radio advertising has been a popular medium for marketers to promote their products and services to a wide audience. With the rise of digital advertising, some may think that radio advertising has lost its relevance. However, statistics show that radio advertising is still an effective way to reach consumers. In this article, we will explore 20 important statistics on the performance of radio advertising.


Radio Advertising Stats: Performance & ROI
  1. The average ROI for radio advertising is $6 for every $1 spent, according to a study by Nielsen.

  2. Radio ads generate 21% more emotional engagement than TV ads, according to a study by Westwood One.

  3. According to a study by Advertiser Perceptions, 75% of advertisers believe that radio advertising delivers a higher ROI than other traditional media.

  4. Radio advertising has been shown to increase website traffic by up to 29%, according to a study by Westwood One.

  5. Radio advertising has been shown to increase brand awareness by up to 41%, according to a study by Nielsen.

  6. According to a study by the Radio Advertising Bureau, radio advertising generates an average of 22% lift in brand awareness.

  7. Radio advertising has been shown to drive a 29% increase in foot traffic to physical stores, according to a study by Westwood One.

  8. The average radio ad has a recall rate of 82%, according to a study by Nielsen.

  9. According to a study by Westwood One, radio advertising has been shown to drive a 57% increase in online search.

Radio Advertising Stats: Market & Trends
  1. According to Nielsen, radio reaches 92% of adults 18 and older in the US every week.

  2. 73% of adults listen to AM/FM radio in their cars every day, making it the top audio source, according to Edison Research.

  3. In 2020, the radio advertising revenue in the US was 11.7 billion U.S. dollars, according to Statista.

  4. The average radio listener stays tuned for 2 hours and 30 minutes each day, according to Nielsen.

  5. According to Edison Research, 41% of podcast listeners listen to broadcast radio on a daily basis.

  6. The top three categories for radio advertising in the US are automotive, telecommunications, and professional services, according to Statista.

  7. According to the Radio Advertising Bureau, radio reaches 92% of college-educated adults in the US every week.

  8. 62% of heavy radio listeners (those who listen for 5 hours or more per week) have annual incomes of $75,000 or more, according to Nielsen.

  9. 82% of heavy radio listeners (those who listen for 5 hours or more per week) believe that radio is a great way to discover new music, according to Nielsen.

  10. In 2020, radio advertising accounted for 7.8% of total advertising spending in the US, according to Statista.

  11. The top three formats for radio advertising in the US are news/talk, country, and adult contemporary, according to Statista.

Radio Statistics: Summary

Radio advertising remains a powerful tool for marketers to reach a wide audience, build brand awareness, and drive engagement. With the ability to reach 92% of US adults each week and generate an average ROI of $6 for every $1 spent, radio advertising should not be overlooked in an advertising strategy. These statistics demonstrate the effectiveness of radio advertising in today's advertising landscape.


For more Radio Advertising benchmarks, statistics and insights please visit our dedicated Offline Advertising Benchmarks section.

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