It’s been said “video killed the radio star.” Yes, today’s radio has to share the limelight with the heavy hitters that are television and digital. Yet, it still maintains a valuable place in the media mix – especially since it’s a great branding tactic. While there has been decline in audience for newspapers, magazines and even cable TV, radio has been increasing in listenership over the years. A study by Nielsen showed that “[93%] of adults [ages 18+], listen to the radio each week.” For the purposes of that study, Nielsen included not only broadcast radio, but satellite and internet streaming of AM/FM stations. This includes the representation of both the traditional and digital listener. To further demonstrate how widespread radio’s audience is, listenership is higher than the percent of those watching TV or using a smartphone each week.

Part of the reason for its longevity is it’s an inexpensive media form that most adults can easily access. A large portion of the listenership occurs during car commutes. Even Millennials tune in and are specifically interested in the news/talk format. As with the aforementioned study, some are streaming stations through their mobile phones. Listening via mobile or streaming means consumers are no longer constricted by the antenna. Listeners are now in touch with radio stations that they otherwise could not listen to – which provides an endless number of stations and programs.

Other tactics may be hurting from the digital revolution (print), but it complements radio. Digital has furthered its reach without completely replacing the original form. Radio is far from dead.