In a recent study published by Edison Media, broadcast radio continues to be the number one source for audio consumption among Americans on a daily basis. The study was conducted in 2020 Q4 and found that thirty-nine percent of all time spent listening to audio each day is spent with AM/FM radio. The fourth quarter 2020 number, based on a rolling four-quarter average, shows that broadcast radio has a share more than twice as large as streaming audio and more than four-times greater than satellite radio. Edison said that overall Americans spend on an average of three hours and forty-four minutes per day listening to audio. In addition to being the number one source of audio consumption Edison describes broadcast AM/FM radio as the ‘king of the car’ for listening and is still the leader at home.
There are more options than ever before when it comes to audio consumption but yet after one-hundred years broadcast radio continues to be the number one go to audio option. We feel there is a very simple reason for this. Not only does radio stay true to its audience with music and information (news and sports talk) but radio super serves the local community. Your local radio station is a trusted voice for local news, community events, and marketing of local businesses. Radio is there to be the voice for the local sports team or promotion of a blood drive at a local church. Steaming audio options can’t offer the same local impact that broadcast radio is able to deliver. When you align your business brand with local radio not only are you partnering with a trusted voice, but as the recent Edison research has shown, the number one go to for audio consumption.