Nielsen Pilot: 20% Of Lexington's 12+ Use Only Cell Phones
March 5, 2009 at 12:12 PM (PT)
More than 20% of people over age 12 in the LEXINGTON market use cell phones as their sole form of telecommunications and listen to substantially more radio than homes with landlines, The NIELSEN COMPANY found in a pilot study of radio use in LEXINGTON. NIELSEN found that cell-phone-only homes logged nearly 23 hours of radio listening per week compared to just over 19 hours for the total sample.
In addition, this group:
* Listens to 3.5 radio stations compared to less than 3 stations among the total sample
* Has an average quarter hour total radio rating of 17.3% versus 14.3% rating for the total sample
* Skews younger, primarily between the ages of 18 and 34
The LEXINGTON pilot was conducted in advance of NIELSEN introducing radio measurement in 51 local markets.
"This study underscores the value of radio in reaching a local audience, particularly those increasingly elusive, mobile young adults," said NIELSEN Managing Dir./Global Radio Audience Measurement LORRAINE HADFIELD. "The methods employed here benefit from NIELSEN’s experience in measuring both local television in the UNITED STATES and radio globally and ensure improved representation. The LEXINGTON pilot also proved that the 'sticker diary' was easy to use and created no discernable bias."
"Finally! An accurate picture of radio listening," said CLEAR CHANNEL RADIO Pres./CEO JOHN HOGAN. "It’s no surprise to us that the most highly coveted demographic listens to 23 hours of radio per week, that’s a far cry from what we’ve been told for years by inaccurate ratings. The fact that more than 20% of radio listeners in the test market are cell-phone-only households underscores the value that NIELSEN brings to us and every other radio broadcaster right out of the gate. We applaud NIELSEN’s commitment to delivering accurate information immediately. Now we can get to the business of discussing radio’s true value with advertisers."
The LEXINGTON pilot, which was conducted over the first week of DECEMBER 2008, included 588 people from 336 households. NIELSEN’s first eight-week survey begins TODAY in 51 small and medium-sized markets.