Nielsen’s latest Audio Today Report reveals that hundreds of millions of Americans continue to listen to the radio each week, despite the increased usage of digital platforms and podcasts..
The latest State of Audio report confirms thast AM/FM radio continues to be the top weekly reach medium with 271 million Americans 6 and over listening to radio each week. That's because delivery platforms like AM/FM streaming audio, HD radio, and NextRadio are creating new user experiences.
According to Nielsen:
In 2017,Americans have never had more options to hear their favorite music, stories, sports and commentary, and few media prove this the way podcasts do, as this is one realm where there is literally something for everyone.
The profile of an average podcast listener (according to Nielsen Scarborough) is young, educated and affluent. Consumers who watch, listen to or download a podcast are significantly more likely to be higher educated, higher income and career-minded, making them a qualified—and valuable—audience for advertisers and marketers.
According to Nielsen, marketers and brand managers are rediscovering radio: "It's a mass medium that can deliver targetability and message frequency in markets large and small. And as the audio pie continues to grow (Americans are carving out more and more time each day to listen), radio consumers tune in when and where it counts. Listening outside the home and, specifically, in the car is a huge part of the radio ecosystem. This gives advertisers the opportunity to uniquely deliver their message just prior to purchase."