Nielsen Audio Today Report: More Millennials Listen To Radio
March 5, 2015 at 3:36 PM (PT)
MILLENNIALS listen to more radio in sheer numbers than any other generation, according to NIELSEN's AUDIO REPORT. With an infinite number of entertainment options available to them in the palms of their hands, they still hold the majority when it comes to the number of weekly radio listeners by generation in the U.S. .
Of the 243 million AMERICANS (aged 12 or older) using radio each week, 66.6 million of them are MILLENNIALS. That far outpaces the size of the weekly GENERATION X and BOOMER radio audiences, with 57.9 million weekly listeners each. MILLENNIALS also spend more than 11 hours a week with radio, and nearly three quarters (73%) of their listening occurs while outside the home and close to making purchasing decisions.
For those advertisers and brands looking to reach MILLENNIALS on the radio, the afternoon drive (defined as MONDAY-FRIDAY 3p-7p) is the most listened-to time of day. Meanwhile, the Country format is top for GEN Y audiences throughout the week.
To see how the MILLENNIAL majority stacks up in radio, profiles of each major generation on the national scale as it applies to radio listening can be viewed here.