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Radio Usage Peaks During Morning Commutes

Dominant form of media in the morning

Nielsen has revealed the findings from its Q2 2015 Total Audience Report, and among the findings were the times of days that different media platforms were the most used. According to the report, radio is not only at its most popular during the morning commute, from 7–8 a.m. it is the most popular form of media.

On weekdays, radio usage is greatest between 6 a.m. and 6 p.m. However, radio hits its peak at 7 a.m., where it takes a 40% device share, surpassing all other forms of media, including television, with an average of 35.6 million listeners. Those numbers drastically decrease after 6 p.m. though, as TV becomes the dominant form of media.

“Knowing how many consumers are connecting to both traditional and digital platforms, as well as the share these platforms have during each hour of the day, really highlights the fact that all of them are put to use,” said Glenn Enoch, senior vice president, audience insights, Nielsen.

To see the full report, click here.