For the past several quarters, Nielsen’s data has been showing lower uptake for radio among the younger listenership. Q3 is no exception. Weekly time spent with AM/FM radio is just 7:04 for teens aged 12-17, 10:20 for the 18-24 age bracket, and 11:15 for ages 25-34. Those figures mostly edged up from their rates in Q3 2015; for that period, teens had 6:54 weekly time, 18-24 had 10:04 and 25-34 had 11:21. The age brackets of 35 and older show more than an hour increase in weekly time listening to radio. The stat even exceeds 15 hours weekly listening among ages 50-64.
The youngest groups still have notably smaller monthly reach. The number for teens rose from 23,750 to 23,840; ages 18-24 increased from 29,777 to just 29,791.
The highlight of the quarterly report was a data dive into the media consumption of mothers. Nielsen broke down the differences between stay-at-home moms and working parents. Working moms had the higher radio reach at 17.8 million uniques, compared with stay-at-home moms at 9.1 million. Weekly time spent with radio also edged in favor of the working mothers at 13:45 compared with 12:07 for at-home parents. The out-of home radio listening for working moms was 77%, over 57% for stay-at-home moms. The chart of hourly listening habits showed that working parents are tuning in most during the typical commuter hours.
