Radio Tops Nielsen List Of 'Adult Users Per Month' In New Report
June 27, 2016 at 3:21 AM (PT)
It's mixed news for radio in the newly published "Q1 2016 Total Audience Report" from NIELSEN.
On the upside, AM/FM radio topped the list of Number Of Adult Users Per Month, with 240 million listeners topping the total monthly users of TV, smartphones, PCs, and more. On the downside, much of the growth is coming from new media, including App and Web use on Tablets (up 63%) and Smartphones (up 60%). AM/FM Radio was up - but just 1%. Live TV showed the only down trend, off 1%.
The report notes, "Larger, widespread behaviors are less concentrated among the heaviest users," adding, "We see that only about half of TV viewing and AM/FM radio listening are done by the heaviest 20% of users (i.e. the top quintile) for the composite population."
NIELSEN also breaks out media usage by ethnicity, finding:
- 47% of the total minutes are contributed by the top 20% of Black radio users
- 50% of the total minutes are contributed by the top 20% of Hispanic radio users
- 33% of the total minutes are contributed by the top 20% of Asian American radio users