New Nielsen Data Shows More Cume For Radio

Nielsen has released its latest Comparable Metrics Report. The Q3 2016 data provides an in-depth study of users and usage – averaged across the U.S. population – with the purpose of aligning methodologies and metrics to display an “apples to apples” view of consumption across TV, Radio, TV-connected devices, PCs, Smartphones, and Tablets.

The core purpose of this report is to address three basic concepts equally applicable to all categories of media measurement: how many, how often, and how long.

In Q3 NIelsen continues to see the effects of crediting enhancements to the mobile panel, specifically with regards to the time spent metrics (all of the “How Long” section plus Mins/Day (Users) under “How Often”). In August 2016 a legacy crediting rule on Android devices that capped usage at 30 minutes was removed, so now if a panelist uses an app or visits a website for more than 30 minutes at a time the entire length of the session is now credited. This change also went into effect for iOS devices in March 2016.

Radio not only remained the dominant reach vehicle across all media in third quarter 2016, its weekly cume inched up over the same period one year earlier. The medium’s weekly reach ticked up from 92.5% in Q3 2015 to 92.7% in Q3 2016, according to a new Nielsen report.