Radio is portable. Radio is free. Radio is adaptable. Radio is inclusive. In this age of ever changing communications technology, research tells us that radio remains one of the most efficient and effective ways of communicating a message to the public. Arbitron Corporation research tells us that more than nine out of ten people listen to the radio for several hours every week. And, in the words of a well known slogan, "Radio is the in Air Everywhere". From small town community radio outlets to huge national networks, radio reaches target audiences that reach across all demographic profiles, and precise audience measurement techniques allow for very specific targeting of your message.

Radio’s reach remains strong. The Radio Advertising Bureau reports that there are a total of 10,900 commercial radio stations operating in the United States and when adding in non-commercial, including public radio, that figure increases to a total of over 15,000 radio stations. Nielsen Audio research tells us that more than 82% of Americans listen to the radio for several hours every week. According to Nielsen’s authoritative “RADAR 156 National Listening Report,” radio now reaches nearly 82% of the 12-years and older population in a typical week for a total of 244 million individual weekly

Radio delivers great demographics. Nielsen weekly listening research found that radio reaches more than 90% of adults aged 18-34, and 85% of adults aged 25-54 listen to radio regularly Radio is ubiquitous. Radio is accessible just about everywhere. Radio is free. Radio's continued success and resiliency are due in large part to the enviable space it occupies in the automotive console. The Nielsen report tells us that out-of-home listening during the full week is more than twice as high (69%) as in-home listening (31%). Neilson Audio found that radio reaches more than 95% of adults with annual incomes of $75,000 or more and radio reaches more than 94% of college graduates during a typical week.

Radio is an on-ramp to the internet. Radio seamlessly interfaces with the internet and social media in numerous ways. Streaming radio has become a routine part of millions of users’ lives through computers, internet radios, and PDAs. A Pew Research Center study found that 82% of Americans over the age of 12 listen to terrestrial radio in a given week. News reports and interviews that are carried on radio stations often also end up featured on radio station websites, and those websites can deliver a large bonus audience.

People are passionate about radio. A summary statement in "The Infinite Dial" study says it all. The researchers concluded, "Radio continues to be perceived as central to people's lives, especially when contrasted with the precipitous decline by other traditional media."