Nielsen Launches 'The Record' To Track Audio Listening

Nielsen, a global leader in audience measurement, data and analytics, announced Tuesday that it will market Edison Research’s Share of Ear® and Edison Podcast MetricsTM services to advertising agencies.

Edison’s Share of Ear is a highly regarded and widely cited service that provides deep insights about the complete audio landscape, including broadcast radio, streaming, podcasting, downloaded audio, smart speakers and other sources of audio content. Edison has conducted Share of Ear studies in multiple waves each year since 2014. Edison Podcast Metrics measures persons-based listening estimates using frequently updated surveys to provide a complete view of the rapidly growing podcast audience.

Nielsen Tuesday released the launch of The Record, a quarterly insight into audio listening behaviors and market share of average daily usage of ad-supported audio in the U.S.

According to the inaugural report with data from the first quarter, ended March 31, consumers spent nearly 70% of their daily ad-supported audio time listening to radio, 20% listening to podcasts, and the remainder with streaming audio (music services) and satellite radio (select channels).

The data, which is tracked from both Nielsen and Edison Research, most radio listening occurs during the day while away from home, with more than 80% of in-car ad-supported audio time going to radio in Q1 2024. Across both over-the-air and streaming radio, the leading radio formats among listeners 18+ during the same period were News/Talk (10.8%), Adult Contemporary (8.6%), and Classic Hits and Country (5.9% each).

From a streaming-only perspective, News/Talk radio stations accounted for 21.7% of listening among audiences 18+, followed by All Sports stations at 8.6% of all streaming station listening

“The audio portion of consumers’ daily media diet is significant, and these new insights will serve as an important tool for advertisers, broadcasters and podcasters alike to better understand and ultimately reach their intended audience,” Rich Tunkel, managing director, Nielsen Audio, said in a statement.