• Myth: “AM/FM radio has very low weekly reach” (Fact: A perception of 64% vs. 93% in reality)
• Myth: “TV is the way to reach millennials” (Fact: AM/FM radio has a weekly reach of 93% among 18-34-year-olds, compared to 73% for television)
• Myth: “Audience shares of Pandora and Spotify are almost equal to AM/FM” (Fact: AM/FM radio shares are 8 times that of Pandora and 19 times that of Spotify)
• Myth: “In the world of the connected car, the number one thing people do is stream online radio on their smartphones” (Fact: AM/FM radio owns a 71% share of in-car audio time among those 18+)
• Myth: “No one under 35 listens to AM/FM radio any more” (Fact: Nielsen statistics show that millennials account for the largest AM/FM listening audience at 67 million)
• Myth: “Six out of 10 agencies/marketers believe radio listening is dropping” (Fact: From July 2015-July 2016, radio listening was up 5% for persons 18-34, 6% for those ages 25-54 and 5% for persons 18-49)
• Myth: “Today’s optimal media plan: Put all your money into mobile and social” (Fact: The Advertising Research Foundation’s Optimal Media Mix proposes a media mix of 78% traditional and 22% digital)
• Myth: “There’s a total lack of ROI and sales lift evidence for radio” (Fact: The average Nielsen Return on Advertising Spend: $8 for every $1 spent on AM/FM radio)

Are you destroying these myths in your market?