Radio's Audience Tops the Media Landscape

NEW CROSS-MEDIA AUDIENCE INSIGHTS FROM NIELSEN

Nielsen's breadth of audience measurement capabilities enables them to produce valuable media "report cards," giving a current, comprehensive, and detailed overview of the media universe. Nielsen's latest cross-media analysis, the Audience Insights Report, shows that even as the media landscape evolves, there continues to be a dominant place for AM/FM radio in consumers' lives. 

Chart is interactive; click gray circle to enlarge.

As in previous cross-media reports from Nielsen, radio's audience size earns it the title of #1 media in America, reaching 93% of adults monthly, 3% ahead of its nearest competitor, TV (live + time-shifted), and 7% ahead of smartphone app/web. Radio holds onto the #1 spot for weekly usage as well, as the majority of radio users are regular listeners (87%).

TOTAL AUDIO REACH IS VIRTUALLY UNIVERSAL

Looking at audio as a whole, inclusive of AM/FM, streaming audio, satellite radio, and podcasts - it garners nearly universal monthly reach at 99%. In comparison, total usage of TV - incorporating live + time-shifted TV, DVDs, game consoles, and internet connected devices such as Roku and AppleTV, reaches 96% of adults. As audio and video media have evolved, audio's diverse offerings have truly captured consumers attention, with AM/FM at the core.

Reflecting data through early 2022, this current Audience Insights Report is evidence of radio's powerful standing in the media landscape. Every cross-media analysis published by Nielsen has shown that radio is an amazingly robust medium, maintaining top reach status in the near-decade that Nielsen has been providing such looks. The media landscape is certainly evolving, and radio is a mainstay in it.

In-Car Audio: What do Car Buyers Want?

The 2021 Car Buyers Survey, commissioned by WorldDAB and conducted by Edison Research, explores consumer sentiment on in-car audio sources from those whose opinions matter most: car buyers - people who have recently purchased, or are planning to purchase a vehicle. Results from the study were presented at this year's NAB Show, and include encouraging news for the radio industry about in-car audio engagement.

RADIO IS TOP CHOICE AND "SHOULD BE STANDARD IN EVERY CAR"

95% of surveyed car buyers listen to the radio monthly, and of those listeners, 90% tune in to radio in a car or vehicle. AM/FM radio, including OTA and streams, is the audio source listened to most often by consumers in-car, ahead of satellite radio, online music services and MP3s. 

Click gray circle to enlarge chart. 

Listeners choose radio in the car for a variety of reasons, including the fact that it keeps them company, it's free, it's easy to use, and it's a better listening experience than other types of audio sources. Radio delivers such basic needs that 9 in 10 feel that it should be standard in every vehicle.

Click gray circle to enlarge. 

AMERICANS WANT RADIO IN FUTURE CAR PURCHASES

When asked what audio sources prospective car buyers wanted in a vehicle, radio topped the charts - ahead of all other audio tech and sources, including Bluetooth, satellite, and online music services integrated directly into the dashboard. In fact, 8 in 10 prospective car buyers would be less likely to purchase or lease a vehicle that did not have a radio - 52% saying much less likely. 

Click gray circle to enlarge chart. 

For more information from WorldDAB.

Radio Fuels the D2C Pipeline

Ecommerce and Direct to Consumer marketing have become a big part of the shopping experience over the past two years. A recent Morning Consult shopper tracking study finds that 47% of Americans are spending more online than they were pre-pandemic, a number that jumps 57% for people with an annual household income of $100K or more. While consumers are returning to more in-store shopping, the accelerated growth experienced by the ecommerce channel is expected to remain strong through this year and beyond.

Katz's recent deep dive into the ecommerce and D2C category shows why both channels will remain important to marketers and consumers, and how radio plays an essential role in driving engagement. Radio's ability to deliver the omnichannel marketing experience for advertisers is unmatched. With its local targetability, mass reach and audience engagement, radio delivers results.

Click gray circle to enlarge.

Read more in Katz's Radio Insight.