Hi, this is Elizabeth Lam and I'm the research director at SCBA. I get asked by agency and account executives all of the time for facts about Radio. In our office we have access to a number of sources of useful information that can help you show the value of adding Radio to any media plan. Did you know that:

• 40% of radio listening among P12+ takes place in car.
  
• Listeners from Cell Phone Only households listen 5.4% longer, on average, each week. They spend 23 hours and 56 minutes with radio each week.
  
• Radio remains strong and vital, especially with P18-34 and P25-54. Radio reaches 92.8% of P18-34 and 95% of P25-54 each week, up from 2009.
  
• Weekly time listening for P12+, P18-34, and P25-54 have increased from 2009.
  
• Black listeners age 12+ spent 21% more time listening to radio each week than all P12+, while Hispanics listeners age 12+ spent 13% more time on the radio each week.

Source: Nielsen Radio Audience Measurement, Spring 2010.
51 Market Spring 2009/2010 Roll up, Monday-Sunday, 6am-mid.

For more Radio facts or if you need customized information to address specific requests, please contact Elizabeth Lam at 310.444.1438