The nation’s dominant source of audience data for broadcast radio, streaming audio and on-demand audio such as podcasts is debuting a quarterly insights report in partnership with Edison Research.
Introducing “The Record” from Nielsen.
The four times-per-year report delves into audio listening behaviors and the share of average daily usage of ad-supported audio in the U.S.
The inaugural report is already out, and features data from Q1 2024. In those first three months of 2024, consumers spent nearly 70% of their daily ad-supported audio time listening to radio, 20% listening to podcasts, and the remaining 10% with streaming audio (music services) and satellite radio (select channels).
Nielsen and Edison Research also find that, to little surprise, most radio listening occurs during the day while away from home, with more than 80% of in-car ad-supported audio time going to radio in Q1 2024.
Across both over-the-air and streaming radio, the leading radio formats among listeners 18+ during the same period were News/Talk (10.8%), Adult Contemporary (8.6%), and Classic Hits and Country (5.9% each). From a streaming-only perspective, News/Talk radio stations accounted for 21.7% of listening among audiences 18+, followed by All Sports stations at 8.6% of all streaming station listening. News/Talk audience estimates include both commercial and non-commercial stations.
Rich Tunkel, the Managing Director for Nielsen Audio, commented, “The audio portion of consumers’ daily media diet is significant, and these new insights will serve as an important tool for advertisers, broadcasters and podcasters alike to better understand and ultimately reach their intended audience.”
— With reporting by Adam Jacobson, in Boca Raton, Fla.
