Nielsen Audience Insights just released a new update. Let’s dive into some numbers that’ll make you do a double-take. Listen to this: Radio’s got a whopping 82% weekly reach among the general population, compared to CTV’s 75% and  linear TV’s 74%. And guess what? Even the cool teens (12-17) are tuning in, clocking an impressive 4 hours and 33 minutes daily with Radio. In contrast, they’re spending about 2 hours and 53 minutes with Live+Time-shifted TV. So, for those who think Radio is just for the older crowd, think again.

Younger audiences are indeed fueling Radio’s reach. Starting with teens and Gen Z, all the way through Gen X, audiences are more likely to listen to the radio than turn to a TV screen.

Radio is a collection of voices. It’s a diverse town hall, much like the communities it serves. In a world where conversations often happen through screens, Radio brings a personal touch. It’s like having a friend in the room, sharing stories, and introducing you to new music. Plus, those local Radio hosts? They get their audience. They’re chatting about what’s happening in their town, making listeners laugh, think, and act. And that’s what appeals to multicultural audiences who choose radio over linear TV. Following trend, African American audiences (18+) tune into radio (79%) more so than TV (77%). The gap between the two linear media is even wider for Hispanics, who strongly prefer radio (82%) to TV (67%). 

Radio, with its broad reach, engaging content, and trusted voice, offers a unique opportunity to cut through the clutter and connect with audiences on a deeper level. Its cross-generational and cross-cultural listener base offers advertisers the opportunity to extend their brands’ reach to new audiences. So, next time you’re brainstorming your next big marketing push or pondering over your content strategy, remember: Radio might just be the ally you didn’t know you needed. It’s time we turn up the volume on our strategies. Radio’s ready – are you?