Radio Tops the Charts for Reach & Usage Across Demos
Nielsen provides the industry with comprehensive overviews of the media universe, across traditional and digital platforms. And more recently, Nielsen has offered deeper insights into the audio landscape using data from Edison Research’s Share of Ear, giving the industry a clearer view of radio’s true place in the media landscape.
RADIO LEADS THE MEDIA LANDSCAPE, REACHING 9 IN 10 ADULTS
As in all previous reports from Nielsen, radio earns the title of #1 media platform in America, ahead of all other measured media, both digital and linear. Over 225 million adults tune in to radio each week, delivering 9 in 10 adults. Radio reaches both young and mature audiences alike, securing the top spot in overall media reach for adults aged 50–64 (90%) and 65+ (90%) and ranks second for the 18–34 demo (79%), illustrating its strong cross-generational appeal.
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Also keep in mind that radio fans are savvy and will seek out their favorite AM/FM content wherever they can, both over-the-air and across digital devices! Smartphone app/web, connected TV, internet on a computer, and tablet app/web all have audio streaming capabilities, meaning consumers of AM/FM's digital content can be found under these umbrellas as well.
And it is always a good reminder for those of us whose jobs involve working at a desk every day: millions of more people in every age bracket listen to the radio than use the internet on a computer. That means every week, there are 60 million more adults (18+) listening to the radio than using the internet on a computer.
AM/FM RADIO DOMINATES AD-SUPPORTED AUDIO LISTENING
Scale is a major asset of AM/FM radio in the media landscape, but it's not the only one. Radio delivers dominant usage of all audio platforms. In fact, 7 out of every 10 minutes spent with ad-supported audio is done listening to AM/FM radio. Even among younger adults 18-34, radio makes up half of the time spent with ad-supported audio.
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Radio listeners tune in for entertainment, news, sports and of course, music, seeking information and companionship in the communities where they live and work. And the latest media landscape data serves as a reminder to marketers that AM/FM radio continues to play an active role in consumers' lives. Americans of all ages choose to engage with AM/FM content, even as behaviors trend towards digital options. And as the landscape continues to evolve, they will have more options for listening to radio content across their favorite media platforms - from OTA, to smartphones, to TV-connected devices.
