Radio Reaches More Americans
Written by Gobi Moore on May 9, 2019
By Kelsey Pospisil O’ Planick
Nielsen recently released its Audio Today 2018 report. According to the report, radio reaches 93% of adults on a weekly basis. TV reaches 88% and smartphones reach 83%.
Radio reaches 243,381,000 users monthly. Compared to 229,960,000 monthly users of live or DVR TV, 179,216,742 monthly users of social media sites and 105,122,040 monthly users of news websites.
Ninety-five percent of Millennials are reached by radio each month. That number grows to 97% of Gen-Xers and 98% of Boomers. According to Brad Kelly, Managing Director of Nielsen Audio, “Each week, more Americans tune into AM/FM radio (93%) than watch television, or use smartphones, tablets or computers.”
“By all accounts audio-based media is in the midst of a new age. In today’s harried, time-starved world, compelling audio content and expanding delivery options are helping drive consumer usage.” Kelly continues, “Audio-based news and entertainment lend themselves well to the multi-tasking reality of modern day life. At work, in the car, at the office, on the way to the store, audio is the preferred companion to Americans on the move in 2018.”
Additionally, over 30 million Americans watch, listen to or download a podcast each month, and podcast listening on smartphones has increased 157% since 2014.
In 2017, the top radio formats were:
- News/Talk Combined (Commercial and Non-commercial)
- News/Talk Commercial
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