Radio Reaches An Unexpected Audience

We've heard the claims over and over that Millennials are so wrapped up in new technology online that they don't have time for anything old like television and especially radio. A new survey by Nielsen finds that mostly untrue, at least when it comes to radio.

In fact, it found that 65 million Millennials (age 18 to 34) listen to radio each week, which is about half the people in the age group. That amounts to around 11 1/2 hours of listening per week, which is still behind Gen X at 14 hours and Baby Boomers at 14.5, but it's still far more than was generally thought.

An even bigger surprise is that country is the #1 format that Millennials listen to, followed by contemporary pop and contemporary hits. They're much more mainstream that previously thought.

In general, radio is doing fine and is in no danger of going the way of other older technologies. 9 out of 10 people age 10 and up still tune in per week in some way, which amounts to 242 million people!

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