Report Shows Strong Radio Listening Habits

Radio Shows Strength In Report

THE COUNCIL FOR RESEARCH EXCELLENCE and THE NIELSEN COMPANY have released a study called "How U.S. Adults Use Radio And Other Forms of Audio." The CRE is an independent research organization consisting of approximately 40 senior research professionals representing advertisers, agencies, networks and cable companies.

The study is used to examine audio media usage among participants in five DMAs: ATLANTA, CHICAGO, DALLAS, PHILADELPHIA and SEATTLE. solution throughout those days.

Key Findings

Broadcast radio reaches those aged 18-34 at rates equivalent to the general adult population, with 79.2% of younger adults listening to broadcast radio for an average of 104 minutes a day among listeners.

* 90% of adults are exposed to some form of audio media on a daily basis, with broadcast radio having by far the largest share of listening time.

* Exposure to audio listening falls into four tiers in terms of level of usage among listeners: (1) broadcast and satellite radio (79.1% daily reach; 122 minutes daily use among users), (2) CDs and tapes (37.1% daily reach; 72 minutes); (3) portable audio [iPODs/MP3 players] (11.6% daily reach; 69 minutes), digital audio stored on a computer such as music files downloaded or transferred to and played on a computer (10.4% daily reach; 65 minutes average use), and digital audio streamed on a computer (9.3% daily reach; 67 minutes) and (4) audio on mobile phones (<2% daily reach; 9 minutes)

The Role of Portable Audio Devices

* mp3 and iPOD players averaged only 8 minutes of listening per day among the entire observed sample, with just under 90% of the sample not listening at all .

* Among listeners (11.6%), the highest reach was among those aged 18-34 years (20.8%), singles (18.5%), and those who tend to be more technology-savvy (18.2%)

* Even among those who use other forms of audio media, broadcast radio still has a broad reach. For instance, among those who also listened to portable audio devices such as mp3 players or iPODS, broadcast radio had a daily reach of 81.6% reach and 97 minutes of average listening time among those who listen to radio

* Audio media exposure has the highest reach among those with higher levels of education and income.

* Broadcast radio is the dominant form of audio media at home, work and in the car.

* Broadcast radio reaches those aged 18-34 at rates equivalent to the general adult population, with 79.2% of younger adults listening to broadcast radio for an average of 104 minutes a day among listeners.

* Among key "advertising-based" media platforms, live television had the highest reach and daily usage among users (95.3%, 331 minutes), followed by broadcast radio (77.3% reach, 109 minutes), Web/Internet [excluding use of email] (63.7%, 77 minutes), newspapers (34.6%, 41 minutes), and magazines (26.5%, 22 minutes).

* On average, individuals spend almost identical amounts of time during weekdays (454 minutes) as they do on weekends (458 minutes) using one of the five key media sources.

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