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Women Listeners Want AM/FM Radio


An interesting study appeared in a recent edition of Radio Ink. The article reported on an analysis entitled “What Women Want” prepared by Alan Burns & Associates. The article noted:

“The 2024 edition, conducted in partnership with the Cumulus Media/Westwood One Audio Active Group, involved a comprehensive survey of 1,001 US women aged 15-64 between September 28 and October 6, 2023, using the MARU/Matchbox platform.  “What Women Want” also integrates data from multiple industry sources including Nielsen ratings, Edison’s “Share of Ear,” Katz Media, and Jacobs Media’s Techsurvey 2024.
The research underscores a significant affinity among women for AM/FM radio, often equating the importance of their favorite stations to that of their smartphones, and ranking it higher than platforms such as Amazon, Netflix, Apple, Spotify, and TikTok.  This emotional connection presents a powerful opportunity for brands to leverage through targeted advertising.”

You can find an analysis of the study in Radio Ink here.

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