Nielsen: Radio Still Attracts Millenials
February 11, 2014 at 11:53 AM (PT)
In its latest posting, NIELSEN AUDIO focuses on Millennials, which its describes as "some of the most connected consumers in AMERICA today. They’re also steady radio listeners. These teens and twenty-somethings have more ways to consume content than any previous generation, and the options continue to advance."
Fortunately NIELSEN has found that an "an extraordinarily high percentage of Millennials" still engage in radio. According to NIELSEN’s Audio Today report, more than 65 million Millennials (age 18-34) tune in to radio every week, spending more than 11 hours with radio during that seven-day period.
What's more, 74% of Millennials are working either full- or part-time, meaning they are most frequently tuning into radio away from home. In fact, afternoon drive (weekdays 3-7p) is the most popular time of day for Millennial radio listening.
What do Millennials listen to most? In looking at the top radio formats, Country comes out on top, followed by Top 40 and Rhythmic Top 40.
The full Nielsen Newswire post is available here.