The Six Rs of Radio: A Best Practices Guide on Radio’s Role for Advertisers

As we have seen time and time again, radio continues to be an integral part of media consumption for millions of Americans. Per Nielsen’s 2016 Audio Today Report, 265 million Americans age six and older listen to radio each week and radio leads all other platforms when it comes to weekly reach (93%) among adult consumers.  For advertisers, radio presents a huge opportunity to connect with consumers. A variety of studies and analyses helped us come up with the six “Rs” of radio -- remind, register, reinforce, relate, reach and return -- representing the benefits of radio and how leveraging this robust medium can help advertisers build winning media plans.