The latest Audio Today report from Nielsen has been released. And, to little surprise, the nation’s dominant audience measurement source for Radio says the findings underscore industry’s position “as a powerhouse for reach and ROI.” But will advertisers and CMOs listen and respond?
The release of the report on Monday was accompanied by a series of topline conclusions.
Among them:
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Radio reaches 93% of all U.S. adults monthly, outperforming smartphones (89%), TV (84%), and PCs (76%). Its reach is nearly universal among Hispanic (94%) and Black (93%) consumers.
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AM/FM radio commands more than 80% of all ad-supported audio time in vehicles. Nearly three-quarters of out-of-home radio use during peak drive times occurs in the car, placing brands closest to the point of purchase.
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High ROI vs. Low Perception: A significant “perception gap” exists; while marketers often rank radio low for effectiveness, Nielsen data reveals it delivers the highest ROI of any platform trailing only social media.
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While radio reaches 89% of the 18-34 demographic, layering in podcasts adds five points of incremental reach, bringing total coverage for this elusive audience to nearly 100%.
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Undisputed Leader in Ad-Supported Time: Radio and podcasts combined account for more than 80% of all daily ad-supported audio time, while streaming music accounts for only 15%
Notably, the Adults 18-34 dynamic as Nielsen sees it requires the inclusion of podcasts, as on-demand audio is driving audio consumption among lower audiences. It demonstrates how, even as Radio continues to reach more than 9 in 10 U.S. adults each month, weekly or daily consumption may be more challenged than ever.
Nielsen Audio makes its conclusions in a 15-page PDF that the RAB may wish to embrace, given its cheery take on an industry that continues to face macroeconomic headwinds, leading Cumulus Media to its second bankruptcy in a decade and ultimate privatization.
Meanwhile, there is a section devoted to network radio — a touchy subject with some given Cumulus lawsuit against Nielsen, which is now paused indefinitely due to the voluntary Chapter 11 filing from the radio company led by Mary Berner.
To view the report in full, please click here:
