Nielsen Q1 Comparable Metrics Report Finds Strong Radio Showing
July 15, 2016 at 5:20 AM (PT)
The Q1 2016 NIELSEN Comparable Metrics Report is out. It's an in-depth study of users and usage – averaged across the U.S. population – with the purpose of aligning methodologies and metrics to display an “apples to apples” view of consumption across TV, Radio, TV-connected devices, PCs, Smartphones, and Tablets. The core purpose of this report is to address three basic concepts equally applicable to all categories of media measurement: how many, how often, and how long.
Good news as AM/FM Radio reaches over 90% of all adults in a given week
Adults listen to Radio over 5 days per week
NIELSEN looked at the Weekly Hours: Minutes Of Usage By Ethnicity & Race for Adults 18+, finding the amount of radio listening to be:
- Composite: 13:01
- Black: 13:29
- Hispanic: 13:42
They concluded, "Hispanics are the most avid radio listeners and spend the most time using their smartphones."