Today, though, advertisers have an over-abundance of marketing options both over-the-air and online. But every week, according to Nielsen, 391,000 adults listen to an Augusta radio station, giving the 101-year-old medium, by far, the biggest reach amongst local consumers.
A new report released last week by Nielsen underscores AM/FM radio's durable reach among all media.
Radio's mammoth monthly reach is consistent among all age groups despite the proclivity of Gen Zs and Millennials for digital media.
As far as the ears are concerned, Nielsen points out that "AM/FM radio is the center of the audio universe" reaching nearly twice as many adults as streaming options.
The dominance of radio's reach among other audio media options is true regardless of the listener's age.
Not all listening to Augusta radio happens on car radios, table-top radios, or boom boxes. Instead, local consumers also use their smartphones, computers, and tablets as a way to connect to their favorite local stations.
Neilsen estimates that 29.2% of all consumers who listen to an Augusta radio station over the air will, at some point during the month, also connect to a local station via the internet. As a matter of fact, during a typical hour, Nielsen data suggests that 11.3% of a station's total audience is listening on a device other than a traditional receiver.