Latest Nielsen Report Focuses On Network Radio
September 4, 2014 at 9:09 AM (PT)
NIELSEN has released a new report, "State Of The Media: Audio Today. A Focus On Network Radio."
"Today, the audio landscape in AMERICA offers more choices for consumers and more varieties of programming than ever before," writes NIELSEN. "In our most recent Audio Today report we profiled the growth of the national audience which topped 244 million listeners. This quarter, that audience continues to exceed nine in ten Americans; 91.5% of all people age 12+ use radio during the week."
More than 90% of all Americans (age 12 and older) use radio each week and nearly 70% are engaging with network radio content.
"This audience, which represents most Americans regardless of age or race, is tuning into audio for reasons as varied as their individual backgrounds," continues NIELSEN. "The audio landscape has something to offer for everyone, whether that is breaking local news or the latest hit that’s soaring up the charts in the SUMMER. Radio offers many different types of content, from hyper-local news and information specific to each community, to network programming with a national viewpoint."
NIELSEN notes, "In this report we turn our focus to network radio; the large catalog of national content available each week from the 46 radio networks measured by NIELSEN RADAR. These networks provide audio content across the country on thousands of stations each week and represent the bulk of network radio listening in AMERICA. Combined, they reach more than 181 million listeners on a weekly basis with music, sports and talk content from a variety of personalities and perspectives."
Some key findings from the report include:
- Radio in the U.S. plays a big role in our weekly media lives; more than 90% of all Americans (age 12 and older) use radio each week and nearly 70% are engaging with network radio content.
- The listeners reached by these networks are highly qualified consumers: 74% of all full-time workers listen to Network Radio; 69% of those with household incomes over $75,000 per year listen to Network Radio and 66% of college graduates tune in each week, too.
- Network Radio also attracts a diverse crowd by nature of the sheer volume and variety of content available each week. This programming appeals to Millennials (70% reached every week), Generation X (72%), Boomers (70%), Hispanics (62%) and African Americans (74%).