Millennials Love Radio. Wait, What?

Check out this MediaPost article from Tim Murphy, Entercom's VP of Digital Strategy and Enterprise Platforms.

Tim dives into some of the facts around Millennial's continued use of AM/FM and it's dominance in reach amongst the 18-34 year old audience.

Key points from the article:

  • Radio remains the number one consumer reach medium in the U.S., according to Nielsen. Radio has the most active users per month, totaling to 240 million consumers a month. AM/FM stations reach 97 percent of the U.S. adult population.
  • While we see the rise of streaming platforms like Pandora and Spotify, they are not directly threatening radio’s reach. AM/FM stations reach significantly more people than their streaming counterparts. According to Edison Research, 74 percent of adults in the U.S. listen to AM/FM stations daily, while only 15 percent are choosing Pandora and 6 percent are choosing Spotify.

  • 67 percent of Pandora listeners and 67 percent of Spotify listeners also incorporate AM/FM stations into their daily listening routine.

  • Consumers have a deep emotional connection to their favorite stations and local personalities. While streaming platforms “target” their consumer growth, radio seeks to build personal relationships with their listeners. According to a USC Annenberg study, 82 percent of radio listeners perceive a deep connection with their favorite radio personalities, with 62 percent sharing what they hear on the radio with their families and friends.

  • According to Nielsen, radio’s weekly reach among the millennials across the country is 92 percent. What other medium reaches 92% of Millennials on a weekly basis? Additionally, between February 2015 and February 2016, millennials reported a listening growth of 10.5 percent.

  • 66 percent of radio consumption occurs outside of homes, puts radio in the best position to reach consumers close to point of purchase, according to Jacob’s Tech. Radio is the “most mobile” among all of the major media platforms. Ironically, Radio is more mobile than mobile devices. According to Reality Mine’s measurement service, 36 percent of consumers are reached by FM/AM 30 minutes prior to a shopping event, surpassing mobile, TV, internet, social networks, and print.