Research Director: Nielsen Data Reflect 'Continuing Power Of Radio'

Analyzing Nielsen Data

THE RESARCH DIRECTOR crunched the numbers disclosed in NIELSEN’s Total Audience Report Q1 2017 and found that while radio listening levels have remained flat year over year, radio’s share of the pie is relatively equal across the four generations: Gen Z, Millennials, Gen X, and Baby Boomers. Further, the youngest of the four generations actually spends the highest percentage of media time with radio.

The percentage of “media time” spent with radio is relatively consistent across all generations. Although NIELSEN cannot glean information for Gen Z due to privacy laws, it did ascertain that Generation Z spends the highest amount of their media time with radio. Just as important, even with all the new media available today plus the increased use of mobile devices, radio usage remained constant. Read the entire analysis here.

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