Nielsen: 18-34, CPO Look Strong In New Survey
September 23, 2009 at 4:57 AM (PT)
NIELSEN’s newly-launched radio measurement service has released data showing that 18-34 year-olds in the 51 markets covered by the service listen to the radio 21.5 hours each week -- in line with all people age 12 and older. These and other findings were among the first data delivered to clients since NIELSEN announced last year that it would measure radio in these markets. The survey was conducted in MARCH/APRIL among 119,000 consumers.
Cell phone-only households number 15% of the sample, a figure that aligns with government estimates. NIELSEN found this group tunes in even more than 18-34 year-olds, listening to the radio 23 hours per week, with a 17.1% rating.
"By measuring the listening habits of 98% of the population instead of the 65% that we have been getting, NIELSEN has dispelled many of the harmful untruths that have plagued our medium among the ad buying community," said CUMULUS RADIO COO LEW DICKEY. "Most notable is the notion that radio has lost its hipness and relevance among younger audiences. NIELSEN's data proves that this is clearly not the case and it will clearly lead to a stronger appreciation of radio over time."
"NIELSEN is committed to setting a new quality standard in radio ratings," said NIELSEN Managing Dir./Global Radio Measurement LORRAINE HADFIELD. "We have collaborated with our clients every step of the way to develop a better, more accurate approach to radio measurement and we are proud of the data that we are sharing with the marketplace."
For more details, click here.