Radio reaches 244 million listeners every week! That’s 92% of the American population aged 12+. Yet according to the Radio Advertising Bureau, that staggering figure is only the tip of the iceberg in the real story about Radio’s relationship with consumers. Because Radio connects with its listeners, it not only reaches just about everyone, it delivers an audience that is genuinely engaged. Radio’s ability to draw in consumers with lifestyle-specific programming and personalities has not been matched by any existing or emerging media. The real-world effectiveness of Radio advertising is the medium’s power to reach and influence specific target consumers by playing an integral role in their lifestyle. Through Radio, an advertiser will increase sales, establish brand identity, and drive traffic to the point of purchase.