Cumulus/Westwood One's Pierre Bouvard Looks Deeper At Nielsen Daypart Data
September 23, 2015 at 3:57 AM (PT)
In his latest post on the WESTWOOD ONE blog, CUMULUS/WESTWOOD ONE CMO PIERRE BOUVARD took a deep dive into the NIELSEN data released this week (NET NEWS 9/21) that found radio enjoys the most time spent with consumers during the day -- the prime shopping hours for retail. Radio fared much better than TV and TV connected devices, PCs, smartphones, and tablets.
Among the specifics cited by BOUVARD in his post:
- Weekdays from 6a-7p, radio tops all other media and platforms with a 36% average share, reaching reaches nearly 90% of 18-49 and 25-54-year-olds.
- Radio's daytime audience skews much younger than TV. While 62% of television's daytime share comes from those 50 and older, over 50% of radio's share is found among adults 18-49 and 25-54.
- Radio outreaches the smartphone 86% to 67% during the day -- and its daytime share far exceeds smartphones (32% to 13%). Smartphones have decent daytime reach but low time spent resulting in low share, thus reducing the chances of an advertiser reaching a consumer during the day on a digital device.
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