A hearty nod to the
vast reach of radio
So who listens to radio? Just about everybody.
By Diego Vasquez
Nov 5, 2009
People have been forecasting the death of radio almost as long as radio’s been around. First they predicted it would be felled by television, then by audiotapes and CDs and later MP3 players. It has yet to happen. While radio advertising spending has taken a beating the past two years, radio usage remains very high across virtually every demo. That’s according to a new Nielsen analysis of Council for Research Excellence data, which finds that radio ranks second behind only television in terms of daily media usage. Ninety-five percent of adults watch TV each day, followed by 77 percent for radio and 64 percent for the internet. Newspapers and magazines lagged far behind at 35 percent and 27 percent, respectively. Traditional radio usage even remains high among adults 18-34, the group that’s most likely to adopt technology like streaming online radio and satellite radio. Eighty percent in that demo say they use traditional radio daily. Meanwhile, usage of portable audio devices, like MP3s, is not nearly as high as one might expect. Just 12 percent of respondents reported using one daily. Lorraine Hadfield, managing director of global radio measurement at The Nielsen Co., talks to Media Life about why radio remains ubiquitous, why listening is higher at work than at home, and why not everyone has an iPod.
What did you find most interesting or most surprising about this study?
What’s most interesting is the low daily reach of portable audio (MP3 players/ iPods, etc.) and time spent with these devices. We know internationally that the advent of these devices did not harm radio listening; this study proves it in the U.S.A.
What's the most important thing media buyers and planners can take from it?
This study, when combined with the results of Nielsen's diary survey in 51 markets, should open the eyes of advertisers who target hard-to-reach younger demographics and affirm the role of radio on the media planner's schedule
Why is radio still such a widely used medium despite the other technology now available to pick and choose music?
Radio is "free to air," and it’s readily available in the car, at home and at work. It also supports new music talent and is a natural go-to medium for sourcing music.
Has the percentage of radio listeners gone up or down appreciably among any demographic over recent years?
We have just started measuring radio in the U.S. so I cannot answer this question.
Why is the percentage who listen to portable audio devices so small compared to those who use CDs or tapes?
It’s possible that the cost of portable audio makes it less accessible than CDs and tapes.
Why is radio consumption so high among those who use portable audio devices?
The research shows that heavier media consumers in general consume more media across multiple platforms.
Why has adoption of satellite radio lagged and do you expect it to pick up anytime soon?
Nielsen has no comment on this.
Why is broadcast radio usage lowest at home compared to work and car?
Home media consumption includes the daypart where TV is most relevant – primetime TV. Hence, there is more choice at home.
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