Jacobs Media: Local Remains the Key to Radio

An article in Radio and Television Business Reports reported on an analysis conducted by Jacob’s media regarding the radio market.  The article notes that the age of the average radio listener has increased:

"The average respondent is now 58.4 years old, up from 58.0 in 2025 and 55.5 in 2023.  One in three respondents is 65 or older, compared to one in four just three years ago.  Boomers make up 45% of the sample, Gen X another 40%, with Millennials at 12% and Gen Z at just 2%."

In addition, the article notes that music has been commoditized.  On the other hand, having a local identity in the marketplace is an important distinction for Radio.  The article stated:

"Local identity remained a durable differentiator.  Eighty-six percent of respondents agreed or strongly agreed that local feel is a primary radio advantage, a figure that has held well above 80% since COVID.  Fifty-six percent said they feel a connection with local radio stations that they don’t feel with other audio.  Among Hot AC listeners, that number climbs to 66%, with Country at 60%."

The analysis provides an important insight into the changing radio marketplace.

You can access the article in Radio and Television Business Reports here.