Radio’s Place in the Digital Media World

"There are a lot of critics out there who want to write off broadcast radio, but this analysis of real-time media consumption shows that it continues to play a very strong role". - Michael Link, VP of Methodological Research at The Nielsen Company

People still love radio. Lots of people - LOTS! Perhaps that should't be surprising as more than 242 million people tune in to radio each week.

A single source landmark study published in 2009 showed that radio is second only to television - and a very close second - in how much time the average person actually spends with each medium. The $3.5 million Neilson-funded study, conducted by Ball State's Center of Media Design with over-sighted by the Council of Research Excellence, is the most comprehensive study of media usage ever conducted on the audio consumption habits of U.S. consumers.

More than 90 percent of adults are exposed to some form of audio media on a daily basis, with broadcast radio having by far the largest share of listening time.

Additionally, almost half (46%) of those observed listened excusively to broadcast radio and had no exposure to MP3's, satellite radio, streaming or stored digital music on a computer.

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