Radio Reaches Millennials Most

In a recent study by Nielsen, Radio has proven itself worthy once again in reaching the most coveted generation: Millennials.

91% of adults 18-34 tune into terrestrial radio each week. That’s a greater percentage than smartphones at 82% and TV at 76%.

With such a saturated market of media consumption, why does radio continue to prevail? Nielsen believes it has to do with the medium being the number one source for new music. Young people are drawn to local, terrestrial radio more so than other streaming services and apps like Pandora or Spotify as it connects with the community in a more engaging way.

Millennials are the most influential generation of consumers and radio is as relevant as ever in reaching your future customers and brand advocates. When creating your media plan this year, consider giving radio a greater piece of the pie.