Radio Remains the Key Marketing Platform to Reach Teens

Teens and younger audiences spend a significant amount of time on pay based subscription streaming services. However, from a marketing perspective, that begs the real question. The question should be what is the best advertiser supported platform to reach teens and younger audience? If you are looking to target this age group, the key is to find an advertising platform that reaches this key demographic.

Recent research by Edison answers this question. As reported in Inside Radio, traditional radio is the key to reaching teens. The article noted:

“AM/FM radio continues to reach more teens than any other ad-supported audio platform, and its audience has grown over the past five years. According to an analysis of Edison Research’s most recent “Share of Ear” study, not only is ad-supported AM/FM’s reach ahead of other audio choices among teens (defined as ages 13-19), it has grown 9.8% since 2021.”

The report continued:

"While AM/FM radio’s reach stands at 55%, its ad-supported reach doubles that of streaming music, which is 1.6 times the reach of ad-supported music videos on YouTube. “AM/FM radio continues to lead where it matters most,” Das says. “AM/FM radio isn’t just competing, it is actively dominating the platforms marketers assume have replaced it.”

This is an important article and worth reading; it will help you with many of your clients.

You can read the article in Inside Radio here.