Westwood One Report: Myths And Realities Of Millennial Radio Listening
April 25, 2016 at 11:29 AM (PT)
WESTWOOD ONE Chief Marketing Officer PIERRE BOUVARD and ROBERT PETERSON's latest blog examines some myths about millennial media consumption and do their best to set the record straight here.
In "How Much Do You Really Know About Millennial Media Consumption?," the two tackle some assumptions and their counterintuitive realities, according to NIELSEN, EDISON RESEARCH and ADVERTISING RESEARCH FOUNDATION:
Myth #1: “Millennials spend all their time on smartphones.”
FACT: Millennials (18-34) spend two-thirds of their media time with TV and radio, according to NIELSEN.
Myth #2: “If you want mass reach with Millennials, go with television.”
FACT: AM/FM radio is AMERICA’s #1 mass reach medium for Millennials, according to NIELSEN.
Myth #3: “No one under 35 listens to AM/FM radio anymore.”
FACT: More Millennials listen to AM/FM radio each week than any other generation, according to NIELSEN.
Myth #4: “AM/FM radio listening is tanking among Millennials.”
FACT: Millennial listening to AM/FM radio is up 10% year-over-year from FEBRUARY 2015 to FEBRUARY 2016, according to NIELSEN.
Myth #5: “In the car, the number one thing Millennials do is stream online radio on their smartphones.”
FACT: AM/FM radio dominates in-car audio among Millennials, reaching three out of five persons 18 to 34. AM/FM radio is 22x bigger than PANDORA and 34x bigger than SPOTIFY in the car, according to EDISON RESEARCH.
Myth #6: “The number one way Millennials learn about new music is from streaming and social media.”
FACT: More than half of Millennials choose AM/FM and satellite radio as their number one source of discovering new music, followed by friends and family, according to NIELSEN. Audio and video streaming is third and social media is fourth.
Myth #7: “Millennials mostly listen to cool indie music from unknown artists.”
FACT: Top 40, AC, Country, and Rock radio are the leading formats among Millennial radio listeners, according to NIELSEN.
Myth #8: “The optimal media plan to reach Millennials: Put all your money into mobile and social.”
FACT: In order to reach Millennials, traditional media should still get the lion’s share (71%) of any media, according to THE ADVERTISING RESEARCH FOUNDATION.