Most marketers would agree that digital and social media are essential when targeting Millennials, but new research from Media Behavior Institute shows a media plan without radio is missing a significant opportunity.

According to Alice Sylvester, chief operating officer of the Media Behavior Institute,  “Millennials listen to the radio on their way to work, at friends’ homes and on their way to the store, so radio is a good choice as an activation medium…”

For more on Millennials, including their food consumption and purchasing habits, click HERE