In 2005, Imus in the Morning was carried by about 90 radio stations across the United States, although at the time of its 2007 CBS Radio/MSNBC cancellation it was carried by 61 stations. Arbitron analysis put the program among the most listened to radio talk shows in the United States, with about 1.6 million radio listeners per week.
In an April 26, 2005 article, David Kiley wrote in Business Week magazine that Imus in the Morning commanded higher advertising rates compared to competing talk shows with larger audiences, because the Imus show was less politically partisan and its demographics were "affluent, educated and influential men". Kiley also quoted former CBS News anchor and Face the Nation moderator Bob Schieffer as saying, "I donít know anyone in Washington who doesnít listen to Imus or watch him on TV. I get more feedback off my spots on Imus than from my own shows." (This included the former Howard Stern terrestrial radio broadcast. In comparison, Stern attracted more than 8.25 million listeners on half as many stations and Rush Limbaugh attracts 13.5 million listeners).