April 08, 2008
Most Americans Still Listen by Erik Sass, MediaPost
Radio is still an almost universal medium, according to a poll by American Media Services,
which found that 63% of American adults report listening to radio every day.
The encouraging trend finds 72% of respondents saying they listen to radio at least as
frequently as they did five years ago, if not more.
The AMS phone survey of 1,017 adults shows adults 25-34 actually report listening to
radio more than other adults, with 79% saying they listen every day.
The phone survey confirmed radio’s primacy in the car, with 74% of respondents
saying they listen there. However, a common complaint was the ratio of commercials
to music airplay--suggesting that anti-clutter initiatives, like Clear Channel’s “Less Is More®” campaign, may pay off in the future with higher listening rates.
