Even as traditional radio faces more competition in the digital dashboard, Nielsen says traditional radio’s weekly 12+ audience is up to an “all-time high” of 244.4 million.
The growth is “remarkable considering the variety and number of media choices available to consumers today over-the-air and online via smartphones, tablets, notebooks/desktop computers and digital dashboards,” the audience research firm says in its latest “Audio Today” report. “Radio’s hyperlocal nature uniquely serves each market which keeps it tied strongly to our daily lives no matter how (or where) we tune in.”
African-Americans and Hispanic audiences combined are up dramatically also, with more than 71million 12+ tuning in each week, according to the audience research firm: that’s nearly one-third (29.6%) of the total national radio audience.
Some 93% of all Hispanics use radio each week, broken down by 53% male and 47% female. They spend some 12 hours and 13 minutes each week with the medium. The top day part is midday and the top format is Mexican Regional, according to Nielsen. Out of home listening, 67%, comprises the majority of listening among Hispanics.
About 91% of all African-Americans use radio each week, broken out by 47% male and 53% female. Similarly to Hispanics, African-American listeners spend about 12 hours and 10 minutes each week with the medium and the top day part is also midday, according to Nielsen. Urban AC is the top format. Out of home listening, 61%, comprises the majority of listening among African-Americans.
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