Nielsen Releases New Total Audience Report Showing Radio Holds Largest Reach Among Platforms

Nielsen Audio Arbitron RatingsNielsen released its Total Audience Report today comparing usage of media platforms including radio, television, video streaming, and social media.

Representing data recorded in the first quarter of 2018, the new study indicates that radio holds the highest weekly usage of any platform with 92% of all people 18+, rising to 96% of all hispanics. The average listener listens to one hour and 46 minutes of radio content daily, with the heaviest usage coming from adults 50-64 who are listening to 2:08 of radio daily. Other demo usage include 18-34 at 1:25, rising to 1:50 for 35-49, and dropping down to 1:44 for 65+.

The study also showed that 19% of adults use a smart speaker with another 42% interested in owning one. Similarly 43% of adults currently stream music, podcasts, or radio over the internet with another 27% interested in doing so.

The full study can be downloaded here.

Today, Nielsen (NYSE: NLSN) released a reimagined Nielsen Total Audience Report. Representative of first-quarter 2018, the industry-leading report offers a comprehensive view into the behaviors and stories developing across the dynamic media landscape. The Nielsen Total Audience Report expands upon its established cross-platform capabilities and provides a complete look at critical media sources and audience behaviors across both traditional and emerging platforms.

The redesigned report includes data on relevant subjects not featured in prior versions, including a detailed look at the usage of streaming content, as well as homes with a virtual multichannel video programming distributor (vMVPD) that provide streaming access to linear television. Additionally, the report features enhanced data from Nielsen’s wide-ranging suite of measurement solutions. This includes Nielsen’s Total Media Fusion, a cross-platform respondent-level data set that best reflects activity on digital devices like smartphones and tablets, as well as Nielsen’s MediaTech Trender, a quarterly consumer tracking survey launched in first-quarter 2018.

“The way people consume content is vastly different from what it was five years ago, let alone 10 or 20,” said Peter Katsingris, SVP, Audience Insights, Nielsen. “Consumers have the luxury of more options now than ever before. They can watch videos or listen to music on their smartphone and then just as easily engage with completely different content on their television or radio—the opportunities for how marketers can reach them are endless. Understanding the trends of who’s consuming content, what they’re consuming, and how are the foundations of the industry. Nielsen is uniquely positioned to accurately help the media ecosystem understand these behaviors.”

With the advertising industry shifting and the evolving way marketers connect to audiences, understanding the evolution of the media and developing consumer habits is vital to marketers and media owners seeking to reach their best consumer. The revamped Nielsen Total Audience Report seeks to not only make sense of the relationship between consumers and the various sources of media, but ultimately build the bridges that will empower media companies and advertisers to take full advantage of the growing opportunities to reach audiences.

Nielsen is committed to providing accurate and reliable third-party measurement and insight. The inclusion of these new datasets and capabilities into this updated report helps align it better with the shifting dynamics of consumer media behavior.

KEY NIELSEN TOTAL AUDIENCE REPORT INSIGHTS:

  • 92% of U.S. adults listen to radio each week, the highest reach across platforms.
  • On average, U.S. adults are spending over 11 hours a day connected to linear and digital media and almost six hours a day with video alone.
  • Young adults 18-34 spend the largest percentage of time with TV-connected devices and digital devices compared to other demographics.
  • Black adults are the heaviest users of media overall. Compared to overall U.S., Hispanics listen to more radio, and Asian Americans spend more time with computers and tablets.
  • Nearly 3% of TV homes subscribe to a vMVPD which includes “skinny bundles.”
  • Almost 20% of consumers say they use a smart speaker in the household.
  • Two thirds of U.S. TV households have devices capable of streaming content to the TV set.
  • One out of 10 minutes of television use in streaming capable homes is streaming to the TV set.
  • Over eight in 10 non-television households still view video content.

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Lance Venta is the Owner and Publisher of RadioInsight.com and a consultant for RadioBB Networks specializing in integration of radio and the internet. Lance has two decades of experience tracking the audio industry and its use of digital platforms.

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