RADIO FACTS AND FIGURES & COMMONLY USED TERMS
RADIO FACTS AND FIGURES
- Radio is the leading reach platform: 93% of us listen to AM/FM radio over the airwaves, which is higher than TV viewership (88%), PC use (50%), smartphone use (83%), and tablet use (37%)
- More than 243 million American adults listen to the radio each month
- Audiences are becoming more diverse with more than 44 million Hispanic listeners and more than 34 million Black listeners a month
- 1) Country
- 2) News/Talk Commercial and Non-commercial Combined
- 3) News/Talk Commercial
Millennials (those born between 1980 and 1996):
- More than 71.6 million Millennials use radio each month;
- 95% of Millennials are reached monthly by radio
Generation X (those born between 1965 and 1979):
- Nearly 80.5 million Gen Xers use radio each month
- 97% of Generation X reached monthly by radio
Boomers (those born between 1950 and 1964):
- More than 41.2 million Boomers listen to radio each month
- 98% of Boomers reached monthly by radio
Hispanics (those 12 and older):
- More than 44.6 million Hispanics use radio each month
- 96% of all Hispanics use radio each month
African Americans (those 12 and older):
- Over 34.5 million African American listeners use radio each month
- 97% of African Americans use radio each month
Radio Listenership Figures and Trends
According to the Pew Research Center, “traditional AM/FM radio…continues to reach the overwhelming majority of the American public audio as a platform is stronger than ever as more and more ways to listen continue to emerge.” News/talk/information stations are one of the most popular broadcast radio formats, with an 9.6% share of listeners among the age 12-and-up demographic in 2017. That is second only to pop contemporary hit radio at 8.1%. Online radio listenership in cars has drastically increased to 40% of U.S. cellphone owners listening in 2017.
Radio Information and Organizations
- Nielsen Audio
- Radio Advertising Bureau
- Pew Research Center
- Radio-Television News Directors Association
- National Association of Broadcasters
- All Access
COMMONLY USED TERMS
ANR or ABL Contact
A phone call placed to a station or network newsroom in which there is a conversation between a reporter/editor and a News Generation representative about an audio news release or audio bite line. A contact results in a station or network’s acceptance or rejection of your individually pitched project.
It averages all dayparts to determine the number of persons listening to a particular radio station for at least five minutes during a 15-minute period, or Average Quarter Hour (AQH). News Generation uses figures based on data provided from Nielsen, the industry leader in radio and television listenership and viewership.
Broadcast Placement Report
A report providing details of stations receiving a report from an audio news release, audio bite line, public service announcement, or completing interviews in a radio media tour or satellite media tour. The report includes details on individual stations receiving the story. While the report contains AQH figures for each station, details of usage and total listenership will be verified with follow-up phone calls.
Broadcast Usage Update
A report providing details of confirmed stations airing an audio news release, audio bite line, public service announcement, radio media tour interview, or satellite media tour interview to date. The report includes details on station and network usage three business days after the distribution date.
The cumulative number of people who tune to a radio or television station during the course of a daypart for any amount of time. News Generation does not use cume figures because we feel it over-estimates the number of true listeners and viewers. Since many people listen to more than one radio station or view more than one television station during any given daypart, listeners could be duplicated may times over if cumes were added together.
An abbreviation for the Designated Market Area. DMA is an exclusive geographic area used by Nielsen to measure and report viewing and listening areas. Every county in the U.S. is assigned to one, and only one DMA. Nielsen uses DMAs in its survey of radio listening and television viewing habits.
Designated times during the day that are broken down into specific time periods in order to rank station listenership. For example, the morning drive daypart is 6:00 a.m. to 10:00 a.m.
Final Broadcast Usage Report
A report providing details of stations verifying airing a report from an audio news release, radio media tour, satellite media tour, audio bite line, or public service announcement distributed by News Generation. Details of the report include: total verified listenership, highlights of the project, total number of verified airings, and details on individual stations airing the story.
The type of programming a station broadcasts, for example, adult contemporary, country, all news, and news talk information. News Generation’s data includes 39 different formats allowing us to reach specific target audiences according to demographic criteria. Please see our “Radio Station Formats” guide for more information.
The channel assigned by the Federal Communications Commission (FCC) for each radio stations signal to be broadcast on. Networks are not assigned a specific frequency since they are broadcast on multiple frequencies.
The audience reach, or the number of “impressions,” a story had in all markets with all stations, based on Nielsen data.
Nielsen Company, LLC
The leading broadcast rating research organization that measures radio listening and television viewing habits. News Generation subscribes to this data to be able to provide our clients with the most up-to-date listenership and viewership information.
The audio files of an audio news release, audio bite line, or public service announcement. For audio news releases and audio bite lines, it is a 15 to 20-second recording(s) of a spokesperson’s voice. We record two soundbites, to give stations an option for how they put together their final story for broadcast. For public service announcements, we record one 30-second PSA for distribution to public service directors.
The process of selecting information from our internal data to compile a list of stations and networks that match demographic and geographic criteria set by our clients. We also use targeting data based on our project history with similar topic projects within the past few months.
Total Number of Stations and Network Affiliates Airing
The total number of stations and network affiliates airing a story. For stations, an individual station is counted as one, two if the station simulcasts on a sister station. For networks, each affiliate counts as one station.
Total Number of Stations and Network Affiliates Airings
The total number of airings for a story. For individual station usage, the number of airings is multiplied by one, two if the station simulcasts on a sister station. For network usage, the number of airings is multiplied by the number of affiliates.
The sum of the AQH for all stations and networks airing a story. Each individual station or network’s internship/viewership is calculated by multiplying their AQH by the number of times a story aired.
WHAT PEOPLE ARE SAYING
“We are always looking for good local news stories, and News Generation has come through for us many times. I always listen to the pitches because the people there know what I am looking for.”
MATT COOK, NEWS DIRECTOR, GEORGIA NEWS NETWORK
“The professionals at News Generation are trusted partners of Communities In Schools. Their speed, efficiency, attention to detail and courteous approach make our spokespeople feel at ease. Most importantly, they generate real results and consistently demonstrate a great return on investment.”
STEVE MAJORS, COMMUNITIES IN SCHOOLS
“I’ve been working with Jeff and Susan for about a year now and they are always quick to respond and available for any clarifying questions I need…Overall, great company and people to work with.”
CARMEN VASILATOS, WE COMMUNICATIONS
“The News Generation team has been an excellent partner in coordinating and managing our radio media tour. They have been instrumental in prepping our speakers as wells as providing interview opportunities that amplify our messaging.”
NORIDA TORRIENTE, CHILDREN’S HOSPITAL ASSOCIATION
“Your staff is always top notch and great about following up. They are cordial and professional and listen to our needs, which is appreciated.”
BRANDON DICKSON, NORTH CAROLINA NEWS NETWORK
“I love the story angles you provide…you guys are always very current and set interviews up very quickly!”
MEGAN BISHOP, WOAI, San Antonio
“Working with News Generation is always easy. They are prompt to respond and are willing to set up a phone call or in-person meeting to discuss past or future projects. I would definitely recommend their services.”
KATELYNN WIGGINS, AMERICAN PSYCHOLOGICAL ASSOCIATION
“Really impressive & proven model consistently yielding super solid results. Takes risk out of radio.”
REGINA LEWIS, LLC
“News Generation helps us achieve our campaign goals and objectives with products and services that generate great results. Time and time again, our clients are pleased with the outcomes and the return on investment.”
HEIDI OTWAY, SALTERMITCHELLPR
“News Generation has great connections with radio outlets and their producers, owing to its professionalism and hard work, and that makes our radio news tours very successful.”
AMERICAN FEDERATION OF TEACHERS
“The Children’s Hospital Association has worked with News Generation for years to book its radio tours. The team’s strength in its contacts at radio stations across the country is a great asset in booking interviews for our spokespeople. They do a great job of preparing our spokespeople on the nuances of all types of broadcast interviews including live and taped. Their journalism background comes through in their translation of our messages. We highly recommend their services.”
NORIDA TORRIENTE, ASSOCIATE DIRECTOR, PUBLIC RELATIONS, THE CHILDREN’S HOSPITAL ASSOCIATION