{"id":7683,"date":"2018-04-05T13:40:00","date_gmt":"2018-04-05T17:40:00","guid":{"rendered":"http:\/\/www.compassmedianetworks.com\/?p=7683"},"modified":"2018-04-13T16:56:54","modified_gmt":"2018-04-13T20:56:54","slug":"radios-weekly-reach-for-americans-18-93","status":"publish","type":"post","link":"https:\/\/www.compassmedianetworks.com\/index.php\/2018\/04\/05\/radios-weekly-reach-for-americans-18-93\/","title":{"rendered":"Radio\u2019s weekly reach for Americans 18+ – 93%."},"content":{"rendered":"

[Article Share -TomTaylorNow, April 5, 2018]\u00a0 \u00a0Radio\u2019s weekly reach for Americans 18+ – 93%.\u00a0 That\u2019s an impressive number, but then Nielsen switches in its 2018 Audio Today <\/i>research report to monthly (not weekly) reach for some discrete demos.<\/p>\n

It says \u201cRadio has the largest reach with Generation X, those aged 35-54, with 80.5 million tuning in during an average month, or 97% of the Gen X population.\u201d The monthly reach for Millennials (18-34s) is 95%. And the stat for Baby Boomers age 55-64 is 98%. Nielsen explains that \u201cmonthly reach metrics are widely used in assessing the digital media world,\u201d so it\u2019s giving us lots of that setting on the microscope.<\/p>\n

Nielsen acquired Arbitron\u2019s network radio business, too, and it calculates that \u2013 back to weekly reach \u2013 \u201c94% of all general radio listeners tune to a network-affiliated station\u201d in an average week. (It\u2019s lumping together all forms of network content.)<\/p>\n

And Nielsen\u2019s new \u201c2018 Audio Today\u201d report says \u201cIt\u2019s impossible to ignore podcasts…over 30 million Americans watch, listen or download a podcast every month.\u201d Listenership \u201cis growing, and smartphones are driving the surge in podcast popularity.\u201d<\/p>\n

Nielsen should post the latest Audio Today update on its website here<\/a>. It\u2019s handy stuff for sellers and programmers.<\/p>\n

 <\/p>\n

\n

Radio has the largest reach with Generation X, those aged 35-54<\/b><\/p>\n

\u201c94% of all general radio listeners tune to a network-affiliated station\u201d in an average week<\/strong><\/p>\n

\u201cAM\/FM radio is the\u00a0<\/b>\u2018<\/b>blue-blazer\u2019 of the media universe,\u201d says Nielsen\u2019s <\/b>2018 <\/b>Audio Today\u00a0<\/b><\/p>\n

AM\/FM \u201ccontinues to reach more people 18+ each week than any other medium in the U.S., at 228.5 million\u00a0<\/strong><\/p>\n<\/blockquote>\n

 <\/p>\n

By which Nielsen Audio Managing Director Brad Kelly means that radio keeps hanging in, as a perennial. He opens this yearly study optimistically saying \u201cWho would have believed 100 years after its debut [that] AM\/FM radio would continue to top the charts as the medium that reaches more consumers each week than any other?\u201d Of course Nielsen would rather talk about broadcast radio\u2019s reach than its time-spent listening, but the reach numbers are big. AM\/FM \u201ccontinues to reach more people 18+ each week than any other medium in the U.S., at 228.5 million. consumers.\u201d Kelly compares that to the 216.5 million for TV, including \u201clive, DVR and time-shifted.\u201d Working down the chart, the weekly 18+ reach for \u201capp\/web on a smartphone\u201d is 203.8 million, and 127.6 million for video on a smartphone. More from Brad \u2013 \u201cLooking at the audio landscape, broadcast radio\u2019s weekly reach of 228.5 million also outpaces the 68.5 million for streaming audio, 35.7 million using satellite radio and 21.9 million consuming podcasts.\u201d<\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

[Article Share -TomTaylorNow, April 5, 2018]\u00a0 \u00a0Radio\u2019s weekly reach for Americans 18+ – 93%.\u00a0 That\u2019s an impressive number, but then Nielsen switches in its 2018 Audio Today research report to monthly (not weekly) reach for some discrete demos. It says \u201cRadio has the largest reach with Generation X, those aged 35-54, with 80.5 million tuning […]<\/p>\n","protected":false},"author":2,"featured_media":7684,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[111],"tags":[],"acf":[],"_links":{"self":[{"href":"https:\/\/www.compassmedianetworks.com\/index.php\/wp-json\/wp\/v2\/posts\/7683"}],"collection":[{"href":"https:\/\/www.compassmedianetworks.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.compassmedianetworks.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.compassmedianetworks.com\/index.php\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.compassmedianetworks.com\/index.php\/wp-json\/wp\/v2\/comments?post=7683"}],"version-history":[{"count":0,"href":"https:\/\/www.compassmedianetworks.com\/index.php\/wp-json\/wp\/v2\/posts\/7683\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.compassmedianetworks.com\/index.php\/wp-json\/wp\/v2\/media\/7684"}],"wp:attachment":[{"href":"https:\/\/www.compassmedianetworks.com\/index.php\/wp-json\/wp\/v2\/media?parent=7683"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.compassmedianetworks.com\/index.php\/wp-json\/wp\/v2\/categories?post=7683"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.compassmedianetworks.com\/index.php\/wp-json\/wp\/v2\/tags?post=7683"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}