According to data released by Arbitron, adults ages 18 to 64 are still listening to an average of three hours of radio per weekday. Even with all of the new technologies, radio is still retaining its listenership.
So, why are people still tuning in? The greatest strength of traditional radio is delivery of local news and information. People tune into their local radio stations to learn of issues and news affecting them. In addition, people have relationships with local on-air personalities they trust and often have listened to for years. This is why it is so crucial for public relations professionals to provide local statistics or a local angle when pitching radio stations.