Nielsen: Radio Listening Reaches 16-Month High

Nielsen has released and update to its Audio Today Report which shows radio listening is at its highest levels in 16 months. 

Radio remains America's top weekly reach medium, and an essential part of the daily media diet for millions. In fact, radio consumers are leading the way in resuming weekly activities at pre-pandemic levels.

According to the Nielsen report, those consumers plan to spend across multiple categories, including major purchases, everyday items, travel and dining. This presents a great opportunity for advertisers and marketers to connect with these listeners.

Despite recent developments around the pandemic, the report generally details the still mostly dominant tide of optimism that headlines the American experience as we continue to grapple with the disruption caused by the COVID-19 pandemic.

Here are some notable insights from the report:

Increased audio use is being driven by increasing levels of mobility and traffic on our roadways. Among the employed, two thirds are now working outside the home, up to more than 70% since the height of lock down in the spring of 2020.

Radio specializes in reaching customers while they're out and about in the marketplace and closest to the point of purchase, and Nielsen's radio audience trends reveal how listening away-from-home is shifting back towards time in the car. In fact, in June 2021 40% of heavy radio listeners listen in the car, compared to 28% in April 2020.

Radio Listeners are active and mobile and are more likely to shop for groceries in a store, (87%) drive in their vehicle (83%), or get together in person with friends and family than the average adult (62%).

The pandemic and our recovery from it has inspired millions of new listeners to begin sampling podcasts, particularly from home, where the ever-growing number of smart speakers make it even easier to listen, with 50% of podcast listeners listening from home.

Podcast consumption is also on the rise, representing a new audio marketing opportunity which complements radio's legacy as both the leading overall reach platform among all media and the top way American consumers get their audio today.

The past 18 months have proven the resiliency of podcasts, despite the major life changes brought about by COVID-19. According to Nielsen's Podcast Buying Power Service, the national podcast audience is growing again. New podcast listeners are light listeners (49%) providing a great opportunity for advertisers and marketers to reach this audience.