Radio Advertising: Middle-Aged America’s Most Appealing Medium

Wed Jan 11, 2017

Rachel Cagle

Radio is the most appealing of any type of medium to middle-aged Americans, according to attractive woman listen radio in her carMarketingCharts.com, and the popularity of radio advertising is growing. Why wouldn’t it be? Radio is a versatile medium that allows listeners to gather information from talk shows, hear the latest songs and learn about deals from advertisements. On top of that, it’s all accomplished without listeners having to put forth any effort.

According to the MarketingCharts.com article, “What Were 2016’s Most Popular Radio Formats?,” here are the country’s top five radio formats of 2016 ranked by popularity based on share percentages:

  • News/Talk: 9.6%
  • Pop Contemporary Hit Radio: 8.1%
  • Adult Contemporary: 7.5%
  • Country: 7.4%
  • Hot Adult Contemporary: 6.4%

However, when listeners are divided into age categories, Pop Contemporary Hit Radio and Country earn the top two spots for both 18-34 and 25-54 year-olds. To many, it’s no surprise that Pop Contemporary Hit Radio earned a remarkable 12.2% share among 18-34 year-olds while News/Talk radio had a share of only 4.1% in that same age category, despite News/Talk being the most popular format overall. Clearly, 18-34 year-olds enjoy listening to their favorite music more than a talk show.

The top five rankings of 18-34 year-old preferred formats are as follows:

  • Pop Contemporary Hit Radio: 12.2%
  • Country: 8.6%
  • Hot Adult Contemporary: 7.3%
  • Urban Contemporary: 6.6%
  • Rhythmic Contemporary Hit Radio: 5.1%

In comparison, the favorite formats of 25-54 year-olds were:

  • Pop Contemporary Hit Radio: 8.8%
  • Country: 7.3%
  • Adult Contemporary: 7.1%
  • Hot Adult Contemporary: 7%
  • News/Talk: 6.9%

While News/Talk radio earned the top spot this year, it’s important to remember that the recent election likely drove many listeners to tune in. Not only that, the News/Talk format doesn’t rank high on the list of favorite radio formats for listeners ranging from age 18 – 54. Luckily, advertisers have a good way to reach this audience. These consumers all rank Pop Contemporary Hit Radio as their favorite format.

With this information, advise your clients to advertise through Pop Contemporary Hit Radio, the consistently popular contender in every age category listed by MarketingCharts.com.

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About Rachel Cagle

Rachel is a Brand Research Specialist at SalesFuel. She holds a Bachelors in English from The Ohio State University. She specializes in major accounts research for AdMall.

View all posts by Rachel Cagle
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