The research refutes the radio is dead crowd. It still has it’s place for all demos.
https://gitnux.org/radio-statistics/#:~:text=Radio%20is%20one%20of%20the,%2D24%2Dyear%2Dolds.
Yeah, there have also been reports released debunking that one, which was run at the expense of the radio industry in order to sell ads by plumping up their listener numbers.
In reality, most people only hear terrestrial radio as background noise when they shop. Stats from car manufacturers are coming in and they’re indicating that people are not turning on terrestrial radio in their cars any more. They’re using streaming services and SiriusXM. Additionally, some of those numbers in the study are fudged - there is no way to accurately get numbers on radio listeners as there is no longer a working Nielson system for terrestrial radio and no other way to track listener engagement.
Those references. LOL!
Not buying this by a long shot.