Nielsen: Radio Is Less Fragmented Than Digital

Nielsen today officially released its First Quarter Total Audience Report which examines large trends in penetration, users and usage across all platforms; shows how different demos and race/ethnicity groups spend their media time; and explores the contributions of heavy users.

Despite growing options, radio and television continue to reach the most users in the U.S. each month. Of new technologies, smartphones have the largest reach.

The new Nielsen data shows broadcast media is far less fragmented than digital with the average consumer tuning to 20 TV channels over the course of a month and just seven radio stations. As a less-fragmented, high-reach medium, radio is simpler for media planners to use, Tunkel said. “It’s simple to execute, it’s effective, it’s going to deliver the reach,” he said. “And any one station will have engagement with that audience because they’re not dividing their time up among 55 different radio stations.”

Key Takeaways from Nielsen's 1Q 2016 Total Audience Report:

• Traditional platforms continue to make up the largest part of media usage.
• Radio has the most consistent share of time spent across demographics.
• The share of live TV increases with age while the share of digital and TV-Connected Devices is highest among younger adults.
• P18-34 and P35-49 have about the same share of media usage going to digital.
• More than half of overall time spent for blacks is spent with live TV.
• AM/FM radio represents a fifth of time spent for Hispanics while digital makes up one-third of the share.