Radio remains one of the best formats for targeted mass reach. According to Nielsen, radio reaches 93% of U.S. adults each week, more than any other platform. And it does so throughout the day, across every demographic.

Even more crucial to advertisers, radio is constantly with listeners, from the moment they wake up, to their commute to and from work, and even on the weekends. Plus, unlike TV, print advertising, or even digital consumed on mobile phones, radio doesn’t require active participation. It’s a truly mobile medium — on in the background, pervading their subconscious, getting stuck in their heads, and with them all the time.

Where exactly is radio reaching so many people?

Most Radio Listening Happens Away from the Home

According to a Nielsen report, at least 65% of American adults listen to the radio away from home between 6am and 7pm during weekdays. Overall, more than two-thirds of radio listening will happen away from the home, with consumption topping out at 75% during afternoon drive time, between 3pm and 7pm during the week.

This is critical to advertisers because radio offers something other media can’t: Putting ad spots close to the consumer’s purchase decision. Whether they’re at work, out shopping, or simply out for a drive, radio is right there with them as they consider their options.

Daily Commute Drives Active Listenership

Consider the fact that 76% of radio listeners are between the ages of 18 and 64 and are in the workforce, and that the average American commute to work is about 26 minutes. It makes sense that morning and afternoon drive times are peak listening hours for those who are employed full-time, between 7am and 8am, and 4pm and 7pm.

What’s more, full-time employees will spend 2.5 hours more with radio than their unemployed counterparts. Not only are you likely to reach your audience with radio, but you have a captive audience that cannot be reached by most other kinds of media.

Take a moment to consider these insights in light of your marketing strategy. Radio is unique in its ability to reach a wide and varied audience that’s captive, attentive, and potentially close to their purchase decisions. And since that audience is largely employed, they’re also an audience that has money to spend. Other media simply can’t compete with radio’s mobility.