Nielsen Audio: Country Remains Radio's Number One Format

Nielsen has released it latest Audio Today report and again it show Americans are reached by radio more than any other media/

Radio reaches 92%  of Americans each week (272 million people aged 6+). However, the new report also compares radio's monthly reach as compared with digital giants like Google and Facebook.

Citing Nielsen Scarborough data, radio reaches 244.5 million users 18+, surpassing the 190.9 million that use search sites and apps including Google, AOL, Yahoo, Bing and others. AM/FM’s lead is even larger compared to social media sites and apps like Facebook, Snapchat, Instagram, Twitter and others which collectively reach 177.8 million. E-commerce sites/apps (144.5 million), video site/apps (143.1 million), news sites/apps (104.5 million) and sports sites/apps (57.3 million) also lag behind broadcast radio.

Nielsen’s June 2019 data could help dispel lingering myths in the eyes of ad buyers about the media habits of younger demos. Some 66.9 million persons 18-34 access the web on their smartphone each month, using an app or web browser vs. 71.3 million Millennials who tune into radio on a monthly basis.

Not surprisingly, adults 18-49 are the demographic that tunes in the most. The monthly reach for these listeners is 132.4 million (98% of the population), and Country is the format they prefer most. Adults 25-54 is the second most reached demo for radio, with 99% of the population (123.6 million) listening each month.

The new reports re-enforces radio as a daily companion for consumers. It helps them start their day usually in the 6 or 7 a.m. hour, accompanies them to work, and then peaks around the end of their workday or commute home. Teenagers use radio in similar patterns at the beginning and end of the day with reduced listening during school hours. On weekends, usage is slightly different without the demands of work and school driving the daily routine. Weekend listening spikes in the middle of the day, when consumers are most likely to be out of the house.

Brad Kelly, Managing Director for Nielsen Audio, states that where consumers lead, advertisers are sure to follow. However, he notes advertisers are also keen to realize that no one type of media can do the job alone anymore. New advanced analytics and powerful media planning tools are helping radio capitalize on its mass appeal by delivering incremental reach when used in combination with other channels. Understanding this cross-platform dynamic is more important than ever, and both buyers and sellers of media are developing an appreciation for how radio can supplement, augment, and amplify TV advertising. The combination of radio and TV make for a potent mix.