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Radio Listening At 93%...

 

Monday, February 26, 2018

 

Radio is still king, according to Nielsen's Comparable Metrics Report. It finds that each week, more Americans tune into radio (93%) than watch television or use smartphones, tablets or computers. Nielsen considers AM/FM radio (both over-the-air stations and their online streams) along all forms of streaming audio (apps and websites that stream both music and talk) and turn to comparable metrics. As they explain, this allows them to go in-depth with audio use and evaluate listeners, using three basic concepts that can be applied across all media: How Many, How Often and How Long. When viewed through these comparable measures they can see how AM/FM radio and streaming stack up...

  • How Many: AM/FM radio continues to reach significantly more people each week than any other medium in the U.S. at 228.5 million adults 18+ compared with 216.5 million for TV (live, DVR and time-shifted), 204 million for app/web smartphone, and 127.6 million for video via smartphone. Broadcast radio's weekly reach (228.5 million) also outpaces the 67.6 million for streaming audio, 35.9 million using satellite radio and 20.7 consuming podcasts...
  • How Often: Americans use radio five days per week, compared with three days for streaming on smartphones and tablets, and two days for streaming on a computer...
  • How Long: By understanding the reach (how many) and frequency of use (how often) for each form of audio, we can calculate the time spent (how long) for both radio and streaming audio. When comparing gross minutes - total time spent summed for all P18+ users - radio outpaces streaming audio by a factor of 14:1 in an average week...

Adding up the total minutes for AM/FM radio and streaming audio equates to more than 202 billion minutes per week, with AM/FM representing 93% of total weekly minutes, compared with roughly 7% for streaming audio. Nielsen's second-quarter 2017 Comparable Metrics Report uses audience measurement data from an average week during the second quarter of 2017...

 

I(n)M(y)H(umble)O(pinion):

  • AM/FM continues to lead the pack, reaching more people and capturing the most time spent with audio...
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