Nielsen Audio Reports
Radio – Streaming – Podcast – Measurement
Audio is everywhere these days. It’s available on multiple platforms and devices, and it engages millions of listeners. In fact, radio alone reaches almost 270 million American listeners each week. That’s why Nielsen measures audio and makes it easier for advertisers to effectively value the medium and help determine its rightful place in the media planning mix. With Nielsen’s gold standard of audio measurement, advertisers can reach engaged local and national audiences—successfully using the science of measurement to connect with impassioned consumers to drive business success.
As with all Nielsen research, we are independent and scientific in our approach to radio measurement. Audio plays a large role in people’s media day. Evaluated through the same Nielsen lens as other media using directly comparable metrics, radio reaches more people of every generation than nearly any other content, according to our Comparable Metrics report. In this report, we break down the silos of measurement for each media type so that different media can be compared on an apples-to-apples basis. This report highlights how radio reaches more than 90% of the U.S. population each week.
While Baby Boomers grew up with radio and Millennials tune into the medium in strikingly large numbers, radio’s largest reach comes from Generation X (ages 35-54). Some 80.5 million Gen X-ers tune in to AM/FM radio during an average month (97% of the generation’s population), according to fresh research from Nielsen. Gen X is followed by Millennials (18-34-year-olds) with 71.6 million monthly listeners (95% of the Millennial population) and 41.2 million monthly Baby Boom listeners (ages 55-64), representing 98% of the generation’s population.
All told, radio reaches 93% of adult Americans (18+) each week, some 228.5 million consumers, more than those watching television (216.5 million), using an app or accessing the web on a smartphone (203.8 million) or watching video on a smartphone (127.6 million).
As with all Nielsen research, we are independent and scientific in our approach to radio measurement. Audio plays a large role in people’s media day. Evaluated through the same Nielsen lens as other media using directly comparable metrics, radio reaches more people of every generation than nearly any other content, according to our Comparable Metrics report. In this report, we break down the silos of measurement for each media type so that different media can be compared on an apples-to-apples basis. This report highlights how radio reaches more than 90% of the U.S. population each week.
While Baby Boomers grew up with radio and Millennials tune into the medium in strikingly large numbers, radio’s largest reach comes from Generation X (ages 35-54). Some 80.5 million Gen X-ers tune in to AM/FM radio during an average month (97% of the generation’s population), according to fresh research from Nielsen. Gen X is followed by Millennials (18-34-year-olds) with 71.6 million monthly listeners (95% of the Millennial population) and 41.2 million monthly Baby Boom listeners (ages 55-64), representing 98% of the generation’s population.
All told, radio reaches 93% of adult Americans (18+) each week, some 228.5 million consumers, more than those watching television (216.5 million), using an app or accessing the web on a smartphone (203.8 million) or watching video on a smartphone (127.6 million).
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