Radio's reach proves it is flourishing in the digital age, analyst says

11/1/2013 | All Things D

Broadcast radio has gotten stronger in the digital age, according to Mary Beth Garber, head of radio analysis and insights for Katz Media Group. Radio reaches more than 90% of nearly every consumer demographic on a weekly basis, and it has boosted its share of adults 18-to-54, 25-to-54 and 18-to-34 since 2008, according to Scarborough USA Plus data. "Broadcast radio has not died; it's keeping 242 million people company every single week for an average of two hours and 45 minutes each day," Garber writes.

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