Despite the fact that the media landscape is now more fragmented than ever, radio remains a top a reach medium. When advertisers think of reach, TV and internet are usually top of mind but Nielsen’s data shows that radio has the greatest reach of all electronic media.

The following pages highlight Radio’s ability to reach legal drinking age (LDA) consumers in general and Millennials (21-34) in particular.

Beyond radio reach, the report also includes an updated view of LDA media consumption across all screens where content is being distributed and consumed; including, generational snapshot of media behaviors for Millennials, Generation X and Boomers across TV, online and mobile.