There are 38 radio stations serving listeners in the Delaware Valley. Each provides a unique format of news, sports, music, entertainment, and inspiration. Some stations broadcast in English. Others serve Spanish speakers. Some stations cater to millennials. Others appeal to Baby Boomers. No doubt, there is a local radio station that fulfills the preferences of every listener.
Each week, according to Nielsen, 3.6 million adults tune-in to their favorite Philadelphia radio stations. This is more people than watch local TV, cable, or streaming channels. This is more than use Facebook and Instagram. This is more than read newspapers or connect to Pandora and Spotify.
Despite the abundance of Philadelphia radio stations to choose between, Nielsen reports that, on average, adult consumers only listen to 2.8 each week. So, which stations do local consumers choose?
According to Nielsen, among all adults, the Philadelphia radio stations that are tuned-in most are formatted for pop-contemporary-hit-radio adult-contemporary music, and classic-rock music.
Segmenting for adult men only, the types of radio tuned-in to look a bit different. All sports stations and classic-rock stations provide a much stronger attraction.
There is a visible gender difference when comparing what men listen to and the Philadelphia radio stations women select. Female listeners have less interest in sports and are more likely to favor adult-contemporary or pop-contemporary-hit formats as well as classic-hits and urban-adult-contemporary.
Every week, more millennials, too, are reached by Philadelphia radio than all other media. Reaching this generation is critical to the success of many advertising campaigns because it accounts for almost one-third of all local consumer spending.
Compared to the overall adult audience, millennial listeners have a greater affinity for radio stations that offer pop-contemporary-hit music as well as urban-contemporary music and alternative music.
Radio's continued reach superiority among Delaware Valley adults is fueled by in-car listening. According to a study by Edison Research, AM/FM stations are still the overwhelming choice of media for drivers.
In addition to dominance on the dashboard, listeners are also using newer technologies to access their favorite Philadelphia radio stations.
Edison Research has found that, currently, 10% of all listening to local radio happens on streaming devices. This has doubled in just the past six years.
According to Triton Digital, a company that measures online audio use, 22% of all AM/FM radio streaming occurs on smart speakers. These devices include Google Home and Amazon Echo.
Forty-eight percent of streamed listening to AM/FM radio happens on mobile devices such as iPhones and Android devices. The remainder of listening happens on other devices including, desktop computers and tablets.
Audiences for many media have splintered as technology allows choices to multiply. Philadelphia radio listeners, however, remain loyal as they discover new ways to access their favorite stations across a variety of devices.
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