Radio Audiences are Becoming More Upscale

Written By

Liz Iversen

Published On

Friday, Sep 17
We recently wrote about how podcast listeners are younger, more educated, and more likely to have higher incomes than TV viewers. Now, research shows that radio listeners are growing increasingly upscale, making them another group marketers want to reach.

New data shows that Spring 2021 radio listening levels have recovered since Spring 2020, and the greater the income of the audience, the greater the listening recovery. For instance, AM/FM radio listening went up 17% year-over-year among persons with incomes of $75,000+ per year, while listening for those in the $50,000-$75,000 range increased by 4%.

“Post-pandemic, the profile of American AM/FM radio listening is more upscale,” said Doug Hyde, Senior Director of National and Local Insights at Cumulus Media/Westwood One. In Spring 2021, 52% of total U.S. listening comes from listeners with an income of $75,000 or more, versus 47% before COVID. “And from a reach perspective,” Hyde said, “there are actually more AM/FM radio listeners with a $75,000 income today than before the pandemic. Among persons 25-54 with a $75,000 income, radio’s reach has grown 3% from pre-pandemic.”

Advertisers, do you want to reach growing, upscale audiences through radio? Contact SMI today to find out how to get your brand on streaming, broadcast, or satellite radio and podcasts.

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