Nielsen Report: Radio Still A Great Way To Reach Consumers
December 3, 2013
Nielsen has released its Q3 2013 Cross-Platform Report, examining content consumption among U.S. consumers across TV, radio, online and mobile. The study found that radio remains a great way to reach consumers, noting that "in their mad dash to engage consumers, marketers have had a constant companion as new products have been brought to market: radio."
The report showed that "radio continues to play a huge role in the lives of U.S. consumers, especially as we commute back and forth from work as part of our daily routine," and that "The average American radio listener tunes in to AM/FM radio for over two hours per day, according to recent analysis determining when consumers are engaging with different mediums."
According to Nielsen's results, "audio consumption reaches a plateau in the morning hours, peaks around noon and then stays fairly constant through the day before tapering off as people start their evenings and morph into television viewers. Between the morning and early evening hours, roughly two-thirds of audio listening comes from out-of-home tuning."
Additionally, more than 90 percent of Americans listen to radio each week, and those numbers are highest with African Americans (92 percent) and Hispanics (94 percent). Nielsen's report noted that people who listen to a lot of traditional radio also spend time with online radio, especially among the millennial generation.
Overall, the Q3 Cross-Platform report found that over a full year, the average American consumes nearly 60 hours of content each week across different platforms like television, radio, online and mobile. Terrestrial radio added up to 14 hours/week.