From NAB Smart Brief.......
Posted: Wednesday, June 24, 2015 2:00 am | Updated: 11:51 am, Thu Jun 25, 2015.
Radio continues to reach more than nine in 10 Americans every week, a level of engagement that's greater than any other platform, according to Nielsen's latest Total Audience Report. Radio also is able to connect equally with various demographics better than other platforms. "It's impressive how radio's reach has remained really high, and really consistent," said Jon Miller, Nielsen's vice president of audience insights.
Even in an age of modern devices, AM/FM radio reaches over 90% of all Americans, in all age brackets every week, with an envious cume of 222,921,000 listeners. No other medium’s reach has arms as long as that, according to the new Nielsen Total Audience Report.
The percentage of radio’s audience per demographic group is also more equally divided along all age brackets than any other media type. And the medium holds its own in most head-to-head comparisons with the Internet, tablets, PCs, smartphones and TV as well.
“It’s impressive how radio’s reach has remained really high, and really consistent,” notes Nielsen’s VP of audience insights Jon Miller.
Granted, radio also joins several fellow platforms in lowered time spent, slipping slightly from an average of 2 hours, 48 minutes in Q1 2013, to 2:46 last year, and 2:42 in Q1 2015. That said, Americans still listen to radio for 12 hours, 58 minute per week on average. That may not hold a candle to TV’s 36 hours, 7 minutes total, but it handily bests the time spent with, among others, video via PC (1 hour, 30 minutes).
Radio usage has also proven to remain consistent. The average 18-34-year-old listener tunes in for 11 hours, 5 minutes per week, compared to 13 hours, 39 minutes for 35-49s, and 13 hours, 50 minutes for those 50+.
That’s a much narrower swing than TV, which commands only 22 hours, 55 minutes of attention per week for 18-34-year olds, all the way up to 33 hours, 5 minutes for 35-49ers.
Among other demo groups, Hispanics listen to more radio than average, at 13 hours, 38 minutes per week. African-Americans listen 13 hours, 29 minutes.
Many of television and radio’s competitors were bouncing baby hashtags not long ago. Streaming audio figures, which includes Web pureplays and terrestrial broadcasts, are biggest among smartphone streamers (17 minutes) and on PCs (8 minutes).
“It’s impressive how radio’s reach has remained really high, and really consistent,” notes Nielsen’s VP of audience insights Jon Miller.
Granted, radio also joins several fellow platforms in lowered time spent, slipping slightly from an average of 2 hours, 48 minutes in Q1 2013, to 2:46 last year, and 2:42 in Q1 2015. That said, Americans still listen to radio for 12 hours, 58 minute per week on average. That may not hold a candle to TV’s 36 hours, 7 minutes total, but it handily bests the time spent with, among others, video via PC (1 hour, 30 minutes).
Radio usage has also proven to remain consistent. The average 18-34-year-old listener tunes in for 11 hours, 5 minutes per week, compared to 13 hours, 39 minutes for 35-49s, and 13 hours, 50 minutes for those 50+.
That’s a much narrower swing than TV, which commands only 22 hours, 55 minutes of attention per week for 18-34-year olds, all the way up to 33 hours, 5 minutes for 35-49ers.
Among other demo groups, Hispanics listen to more radio than average, at 13 hours, 38 minutes per week. African-Americans listen 13 hours, 29 minutes.
Many of television and radio’s competitors were bouncing baby hashtags not long ago. Streaming audio figures, which includes Web pureplays and terrestrial broadcasts, are biggest among smartphone streamers (17 minutes) and on PCs (8 minutes).
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