Nielsen Report Shows Stability Of Listening Habits
Nielsen Radio Ratings Exclusively On AllAccess
July 22, 2010 at 6:58 AM (PT)
Radio consumption shows impressive year-over-year stability, according to an analysis of key listening metrics included in NIELSEN’s SPRING 2010 ratings within 51 U.S. markets. The survey -- which measured radio listening in MARCH and APRIL among 115,672 consumers representing a population of 14 million -- is the most inclusive sample available in the radio measurement marketplace.
Data for the reach, ratings, and time spent listening (TSL) in NIELSEN’s latest survey are consistent with the findings from just one year ago. Listeners age 25-54 continue to thrive as the "sweet spot" for radio, while consumers in cell phone only (CPO) households continue to listen at a higher rate than the 12+ population. Meanwhile, listening among persons age 18-34 remains consistent with their counterparts age 12 and over in the 51 measured markets.
"The remarkable consistency of NIELSEN’s SPRING 2010 surveys indicates that there’s no bounce from last year’s results," said NIELSEN Dir./Global Radio Measurement LORRAINE HADFIELD. "NIELSEN's address-based sampling (ABS) method -- which captures all listeners regardless of whether they have a landline phone, cell phone only, or no phone at all -- ensures that our ratings are based on the most reliable representation of the population in the 51 local radio metros."
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