Radio grabs 67% of daily time spent listening to ad-supported audio by American 18+ adults, while podcasts claim 18% of that time. These metrics are key takeaways from Nielsen’s just-released Q4 edition of The Record, a quarterly assessment of how U.S. consumers spend their listening time. The underlying research was conducted by Edison Research.
The original chart which we represent above is interactive, with clickable headers. To sort the data using different age groups, go to that chart HERE.
The information spilled out in this report spills out a spectrum of different radio formats and their listenership numbers across four age groups, solving two different listening scenarios:
- Over-the-air plus streaming (the first image below)
- AM/FM station streaming (the second image below)
Overall takeaways are that News/Talk is the leading radio category, all the more with the youngest (18+) and oldest (35+) age groups.
Nielsen’s takeaway: “With the advertising planning season in full swing, brands should consider how audio fits into their media mix […] but there are differences in how audience segments connect.”
Original release HERE. The data ables are HERE.
Nielsen is also promoting its latest Black Diverse Intelligence Series report, which is HERE.
