Amid the flurry of media headlines about the growing depth of the video streaming market, it’s easy for other media options to get lost in the fanfare, Nielsen notes.
As the streaming wars heat up, the audience measurement and consumer data giant notes that it’s important to be mindful of just how much time consumers are spending with different media options … such as radio.
According to Nielsen audience measurement data, adults 18 and older in the U.S. spend just shy of six hours (5 hours, 51 minutes) with their TV-connected devices each week.
While that’s nothing to thumb your nose at, it’s dwarfed by the amount of time Americans spend with traditional radio, the proverbial patriarch of the media industry.
According to Nielsen, radio commands nearly 12 hours (11 hours, 51 minutes) of our weekly media diets.
But, Nielsen says, “it’s not enough to simply know how much time people spend with radio.”
Indeed. This is a message repeated by industry leaders in recent years. Yet, few advertisers have responded as listening by those under 30 continues to rapidly decline.
For Nielsen, capitalizing on the opportunities with radio — “the original electronic mass media” — hinges on knowing who’s listening to what, where and when.
So, who is listening? NPR lovers, commuters in big cities in need of traffic reports, and Trump-supporting AARP members.
“At a broad level, the news/talk format remains the most popular genre on the radio—a designation it’s held for nearly a decade,” Nielsen says. “With the U.S. presidential election coming up next year, the appeal of news/talk will likely remain strong in 2020.”
Adult Contemporary (AC) and Country are also top genres among adults. But, AC is growing; Country is declining.
Among younger listeners, Pop Contemporary Hit Radio (CHR/Pop) and Urban Contemporary are the most popular choices, while AC and CHR/Pop are the top two genres among the 25-54 crowd.
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