Nielsen Looks At Daypart Media Usage, Finds Radio Strong In Daytime, TV At Night

Dayparts

An analysis of NIELSEN's second quarter 2015 Total Audience Report notes that radio usage peaks during daylight hours, with the 7a hour topping all media at 40% device share, larger than even television.  Still, television rules the nighttime 6p-6a hours, peaking at 9p with almost two-thirds of total audience, and TV-connected devices like ROKU and APPLE TV also increase their share og average audience at night. The analysis also noted that Hispanic consumers are more likely to use smartphones for media usage, with their weekly time on the platform exceeding the next highest group, African-Americans, by over 1-1/2 hours.

“Knowing how many consumers are connecting to both traditional and digital platforms, as well as the share these platforms have during each hour of the day, really highlights the fact that ALL of them are put to use,” said NIELSEN SVP, Audience Insights GLENN ENOCH. “Consumers don’t see media use as an ‘either/or’ proposition. They leverage all ways to connect with content at different times of the day. Knowing these usage patterns this can really give the industry a clear line of sight on being able to take advantage of these patterns."

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