Home Login RADIO ONLINE RSS Facebook
Advertisement

Katz: Brands Missing Key Consumers by Overlooking Radio


Katz Radio Group
Katz Radio Group

A new analysis from Katz Radio Group, based on Nielsen Scarborough data, highlights a major blind spot in media buying strategies: consumers who are under-engaged with both television and the internet -- but still highly reachable through AM/FM radio.

According to the study, 40% of U.S. adults 18 and older are considered "light users" of both TV and internet, making them unlikely to see or hear ads placed solely on those platforms. However, radio reaches 9 out of 10 of these overlooked consumers, offering advertisers a valuable path to fill critical gaps in campaign exposure.

"This is a missed opportunity that brands don't need to accept," Katz said in the report. "Radio remains a powerful, underutilized tool to reach Americans who are otherwise invisible to digital and TV advertising."

The analysis breaks down the reach advantages of radio across key demographics:

  • Adults 18-34: 6 in 10 are light TV users -- yet radio reaches 80% of them.

  • Adults 35-49: Nearly half are light TV users -- radio delivers 90%.

  • Black Adults 18+: 51% are light internet users -- radio reaches 92%.

  • Hispanic Adults 18+: Roughly half are light users of both TV and internet -- radio bridges the gap.

  • Adults 50+: Almost half are light internet users -- radio connects with the majority.

Katz emphasized that radio's ubiquity -- across car rides, workplaces, and daily routines -- provides advertisers access to consumers when and where other media cannot. In these environments, digital and TV platforms struggle to gain traction, while AM/FM radio continues to offer consistent exposure and engagement.

The findings reinforce the value of integrated campaigns that use radio alongside traditional and digital channels to close exposure gaps and boost incremental reach.

"Smart advertisers know that adding radio isn't just additive -- it's essential," the report concludes. "It delivers access to audiences no one else can."

Advertisement

Latest Radio Stories

Jack Speer Retires from NPR After More Than 25 Years
Jack Speer
Jack Speer
NPR's longtime newscaster Jack Speer has announced his retirement, closing a chapter on a career that spanned more than a quarter-century and left an enduring mark on public radio journalism. Speer, whose steady presence and clear delivery became a familiar voice to millions of listeners, joined NPR in 1998. More

KMBY to Celebrate 90th Anniversary with Birthday Bash
KMBY-AM & FM in Monterey
KMBY-AM & FM in Monterey
One of Monterey Bay's most enduring broadcast institutions, KMBY (1240 AM and 106.7 FM), is turning 90 -- and the station is inviting the entire community to celebrate the milestone with a two-day birthday party next weekend. The festivities will take place at KMBY Studios at 651 Cannery Row, Monterey, on More

Amanda Lee Joins KJ103 Morning Show in Oklahoma City
Amanda Lee
Amanda Lee
iHeartMedia has announced that Amanda Lee will be the new morning co-host for KJYO (KJ103) Oklahoma City. Effective immediately, Lee joins hosts TJ and JRod for the newly rebranded "TJ, Amanda, & JRod in the Morning." In her new role, Lee will help guide listeners through the morning with a mix of current More
Advertisement

Lil Shawn Power Joins Party-FM as First On-Air Host
Lil Shawn Power
Lil Shawn Power
Q-Broadcasting's Party FM has adds its first air personality, bringing longtime local radio figure Lil Shawn Power to the afternoon lineup. The bilingual Rhythmic CHR outlet, which airs on WONQ-AM (1030) Oviedo-Orlando and FM translators W230AL (93.9) and W278CN (103.5), had been operating jockless since its More

Joe Bullard Departs 96.1 Jamz After Nearly Three Decades
Joe Bullard
Joe Bullard
Longtime Tallahassee radio personality Joe Bullard has unexpectedly parted ways with WHBX-FM (96.1 Jamz), reports WCTV-TV, ending a remarkable run that spanned nearly 30 years on the Cumulus Urban AC outlet. Bullard's final day on the air was June 17, according to a statement from his family. There was no More

iHeartPodcasts Launches ''American History Hotline''
''American History Hotline''
''American History Hotline''
iHeartPodcasts has launched a new original series titled American History Hotline, a weekly show hosted by musician and history enthusiast Bob Crawford. The podcast debuts today with two inaugural episodes that take listeners on a deep dive into some of the most curious and critical moments in U.S. history. More

Return to Menu

Advertisement

Subscribe to our Newsletter
Radio news and headlines delivered right to your e-mail box -- and it's free.

Advertisement

Advertisement