Radio has been with us for a very long time. It was the very first broadcast medium. Before families sat around a televisions to watch, they sat around a radio to listen. Music, news, and radio-drama captured the attention of millions before technology allowed us to broadcast video. In the 21st century the ability to broadcast both video and audio has never been more sophisticated and is in a constant state of improvement.
While the traditional television broadcast system is under assault as Internet technology becomes ever more capable, the radio remains as popular as ever. Listening is one of those activities we can do almost anywhere. Radio can keep us connected to our communities while we go about our daily activities. Any activity that does not require our full attention, can be augmented by listening. Listening can inform, educate, motivate, relax or stimulate us to greater effort. Radio Stations well planed and programmed can provide all those experience to it's listeners.
Radio is the leading reach platform: In the USA 92% listen to AM/FM radio over the airwaves, which is higher than TV viewership (87%), PC use (54%), smartphone use (81%), and tablet use (46%)
According to the Pew Research Center,“…terrestrial radio reaches almost the entire U.S. population and remains steady in its revenue.” In 2018, according to Nielsen Media Research, 89% of Americans 12 or older listened to terrestrial radio in a given week. In 2019, 41% of Americans ages 12 and older listen to online radio listening to AM/FM stations online or streaming other online audio.