Surprise: Radio To Beat Linear TV In Persons 18-34

Three years ago, Duncan Stewart, Director of Research with Deloitte’s Technology, Media, and Telecommunications Practice, made a surprising forecast. By 2025, he predicted that AM/FM radio audiences would overtake TV among Millennials. 

Stewart’s prediction occurred four years early. This week’s CUMULUS MEDIA | Westwood One Audio Active Group ® outlines the latest in TV and AM/FM radio audiences using data from Nielsen’s Total Audience Report, Edison Research’s “Share of Ear,” and examples from Nielsen Media Impact.

Among Highlights:   

• In 2018, TV’s persons 18-34 average audience beat AM/FM radio by +25%. Today, AM/FM radio’s persons 18-34 average audience beats live and time-shifted TV by +11%. AM/FM radio has a significant 18-34 weekly reach advantage over TV (82% to 57%).
• Among 18-49 Hispanics, AM/FM radio beats TV in average audience and has a colossal weekly reach advantage (90% to 67%).
• Since 2018, U.S. live and time-shifted television’s persons 18-49 average audience is down -38%, driven by a -20% loss in reach and a -45% erosion in time spent.
• AM/FM radio’s persons 18-49 average audience will overtake live and time-shifted TV in three years. At present, AM/FM radio has a weekly reach advantage of 85% to 66%. AM/FM radio’s persons 18-49 average audience has grown from 63% of TV’s in 2018 to 79% today.
• Linear TV erosion is fueled by cord cutting and streaming. For those who stream, half say it has replaced traditional TV.
• AM/FM radio continues to have a dominant 76% share of ad-supported audio. When introduced into a TV media plan, AM/FM radio generates an extraordinary increase in campaign reach.