Nielsen: Radio Expands Its Ratings Lead Over TV

Nielsen’s just released Total Audience Report from Q3 2023 reveals AM/FM radio continues to be America’s number one mass reach media. Among persons 18+, AM/FM radio out reaches social media, online video, TV/internet-connected devices, and TV.

Among persons 18-49, AM/FM radio’s weekly reach ties social media for first and slightly beats online video and connected TV devices. TV places a distant fifth in 18-49 weekly reach.

According to Nielsen’s Q3 2023 Total Audience Report, AM/FM radio continues to be America’s number one mass reach media. Let’s delve into the key findings:

• Weekly Reach:Among persons 18+, AM/FM radio outreaches social media, online video, TV/internet-connected devices, and TV.
• Among persons 18-49, AM/FM radio’s weekly reach ties social media for first place and slightly beats online video and connected TV devices. TV places a distant fifth in 18-49 weekly reach.
• AM/FM radio has pulled away from TV with a +12% average audience advantage. In 2018, AM/FM radio’s 18-49 average audience was only 63% the size of live and time-shifted TV. Now, it’s +12% greater than television.

• Daily Time Spent:Daily time spent with TV and AM/FM radio is now virtually tied at a little over an hour.
• Each week, 42% of U.S. persons 18-49 are not reached by live and time-shifted TV.Why Reach Matters:Reach is crucial for advertising effectiveness. It ensures that the largest group of category buyers hears the advertising message.
• The World Advertising Research Center (WARC) emphasizes the importance of reach for media effectiveness.TV Decline:Since 2018, TV reach among persons 18-49 has dropped -29%, and time spent viewing has eroded -62%.In summary, AM/FM radio’s ratings advantage over TV keeps growing, reaching more people and competing effectively in the changing media landscape. (Westwood One Blog)