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Nielsen says radio remains a great way to reach local listeners.
In its first cross-platform report since acquiring the former Arbitron, Nielsen finds the average American radio listener tunes in to AM/FM radio for more than two hours a day and audio consumption reaches a plateau in the morning hours, peaks around noon and then stays fairly constant before tapering off as people start their evenings and morph into television viewers.
Over a full year, the average American consumes nearly 60 hours of content each week across different platforms like television, radio, online and mobile. That’s two-and-a-half days, finds the audience research firm.
Given that more than 90% of Americans tune in to the radio each week, understanding how this fits into consumers’ total connections will help marketers best reach their audiences, according to Nielsen. For example, the “hyper local nature of audio offers advertisers community-level engagement between content and in-store activity. Often timely, radio spots can catch listeners right before they make their purchase decisions, and an impactful radio spot can inform and influence these decisions,” according to the company.
SVP/Insights Dounia Turrill writes in the beginning of the report, “Some of what keeps me up at night is the drive to understand and explain how we each consume media content across all screens and at all times. Did people watch, read, listen to or interact with content and commercial messages that drove them to that purchase point? This year we’ve added audio measurement to our portfolio. Imagine a consumer’s day as a pie chart, this capability provides another piece that makes up the consumer’s daily contact and interaction with content.”
Radio measurement included both Portable People Meter and diary data. Listening to HD Radio broadcasts, Internet streams of AM/FM radio stations and satellite radio is included the Persons Using Radio estimates in the report where the tuning meets reporting and crediting requirements.
Register to see the report here.