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Tuesday, June 20, 2023

Nielsen Audio Today: Radio Reach Stable at 91 Percent


On Monday, Nielsen has released its yearly issue of the Audio Today report, examining how Americans use broadcast radio, podcasts, streaming and satellite radio. New this year, the firm breaks down the differences between general audio providers (ad-free + ad-supported) and ad-supported audio providers specifically.

Additionally, new capabilities from Nielsen Scarborough and Edison Share of Ear allow Nielsen to provide a more holistic view of the audio landscape. In these comparisons, radio continues to not only reach more consumers than any other audio platform, but also commands the largest share of audio time spent in both scenarios.

The report also details the growth in digital streaming listening as a portion of the overall radio audience, plus listening location, time of day, timely new podcast insights (courtesy of Nielsen Scarborough) and a deep dive into the listening habits and format preferences of nearly 20 unique audience segments.




A few highlights: Year after year, radio continues to reach more American consumers than any other platform, linear or digital. Radio reaches 91% of the U.S. population in a given month, including 91% of Black consumers and 95% of Hispanics.

In the audio universe, only AM/FM radio can deliver the scale advertisers need. Its impact is even more pronounced when comparing reach among ad-supported options for audio marketing campaigns.







Radio use spans the bulk of the day, reaching consumers on the path to purchase; it is the dominant audio source in the car. AM radio has been in the news regularly this year, and is a great example of the power of radio in vehicles: three-quarters (74%) of all AM radio listening happens in the car.




At the same time, podcast consumers are shifting their habits to listen more while commuting and traveling. Heavier podcast usage is growing, while lighter usage is in decline.

Comedy and news remain the top podcast genres, but society & culture, education and history saw significant growth this year.

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