The document is a series of slides from a presentation that aims to dispel common myths ("facts or fictions") about radio listening habits. Some of the myths dispelled include that the most listened to time is morning drive time, that listening decreases in the summer, that listening has declined with new devices, and that over half of listeners change stations during commercials. The presentation provides data from Nielsen and other sources to show that radio listening remains high and constant throughout the day and seasons, has remained steady even as new devices emerged, and that over 90% of listeners stay through commercials. It aims to show that understanding of radio audiences may be outdated.

1. Radio Fact or Fiction?
What You Know About Radio
Advertising May Not Be So
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2. Radio Fact or Fiction?
Fact or Fiction?
Morning Drive Time Is When
Most People Listen To Radio
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3. Radio Fact or Fiction?
FICTION!
More people listen to radio
between 10am and 3pm
than at any other time of
the day. Morning drive time
ranks third.
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4. Radio Fact or Fiction?
Fact or Fiction?
Radio listening levels are
highest during the summer
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5. Radio Fact or Fiction?
FICTION!
Radio listening levels
remain constant during
every season of the year
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6. Radio Fact or Fiction?
Fact or Fiction?
Radio listening has not changed
since the invention of the
iPod, iPhone, and iPad
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7. Radio Fact or Fiction?
FACT!
Radio Reach 2002
Every year since 2002, the
year the first iPod went on
sale, radio has consistently
reached 93% of Americans.
Radio Reach 2013
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8. Radio Fact or Fiction?
Fact or Fiction?
50% of radio listeners change
stations when the commercials
come on
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9. Radio Fact or Fiction?
FICTION!
More than 9-out-of-10 listeners stay tuned to a radio station
during an entire commercial break.
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10. Radio Fact or Fiction?
Fact or Fiction?
Seniors are more likely to be
radio listeners than millennials.
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11. Radio Fact or Fiction?
Millennials
FICTION!
By far, more millennials are
reached by radio than
seniors.
Generation X
92%
Age
12-34
Baby Boomers
95%
Age
35-49
Seniors
94%
Age
50-64
86%
Age
65+
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12. Radio Fact or Fiction?
Fact or Fiction?
More than 1/2 of all Americans
listen to radio between 7pm and
midnight.
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13. Radio Fact or Fiction?
FACT!
During TV’s primetime, more
than ½ of all Americans
listen to the radio.
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14. Radio Fact or Fiction?
Fact or Fiction?
At work audio listening is
dominated by online audio
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15. Radio Fact or Fiction?
FICTION!
Traditional AM/FM radio still
dominates in-office listening.
% of Office Workers Who Use Audio
40%
35%
30%
25%
20%
15%
10%
5%
0%
AM/FM
Radio
Digital
Audio
Internet
Radio
AM/FM
Stream
CDs
Piped-In Satellite
Radio
Other
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16. Radio Fact or Fiction?
Where the Information Comes From
Slide 2/3: Source: RADAR ® 118, September 2013 © Copyright Nielsen Audio (Monday-Sunday 24-Hour Weekly Cume Estimates, All
Radio)
Slide 4/5: Source: RADAR ® 114, 115, 116, 117, 118 - September 2012, December 2012, March 2013, June 2013, September 2013
(C)Copyright Nielsen Audio (Monday-Sunday 24-Hour Weekly Cume Estimates, All Radio)
Slide 6/7: Source RADAR 2002-2012
Slide 8/9: Source: What Happens When The Spots Come On? 2011 Edition; Arbitron, Mediad Monitors, and Coleman Media Research
Slide 10/11: Source: Radio By The Numbers, Fall 2013; Nielsen.
Slide 12/13: Source: RADAR ® 118, September 2013 © Copyright Nielsen Audio (Monday-Sunday 24-Hour Weekly Cume Estimates, All
Radio)
Slide 14/15: Source: What’s Working At Work, September, 2013; Edison Research.
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17. Radio Fact or Fiction?
What You Know About Radio
Advertising May Not Be So
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