Based on Q3 2019 Nielsen Research, broadcast radio continues to receive the largest audience listenership. However, like television audio is now a cross platform multi-device media that includes content from traditional radio stations, as well as podcasts and playlists accessed through mobile devices, satellite radio, and smart speakers.

Media Buying: Audio Targeting

Radio is in some ways the original social media. Each format targets an age, income, and lifestyle, and listeners tune in because they align with a station’s music or programming and on-air talent. And creatively, audio is considered the “theater of the mind”, where you can visualize the messages you hear being played.

In addition, radio can create impact through customized radio promotions and live DJ testimonials, while digital audio enhances traditional radio through more intrinsic geographic and consumer profile targeting.

Source: Scarborough Research San Francisco CA 2020 Release 1