Audio leads media in Nielsen report

By Idil Cakim, SVP Research & Insights, Audacy

Nielsen confirms: Radio reaches more Americans than any other platform, linear or digital. But that’s not the only interesting take in Nielsen’s Audio Today 2023 report. The data also shows us how radio leads ad-supported listening platforms, how it dominates listening time, and reveals the significant chunks of time podcast fans carve out of their week to listen. 

Radio’s reach beats out live + time-shifted TV

Radio reaches more adults than any other media platform, including Live + time-shifted TV. Nielsen also busts the myth that only older people are interested in radio. Per this latest release, Nielsen shows younger adults choose Radio more than TV content. Radio reaches 85% of 18-34 year olds compared to 80% for live + time-shifted TV.

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The ad-supported Audio story

When it comes to the scale that advertisers need, AM/FM Radio reaches far more listeners than any other platform. In a head-to-head comparison of ad-supported Audio channels, radio reaches nearly 2X the listeners of music streaming services like Spotify, Pandora, and YouTube Music.

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Streaming radio is on the rise

Streaming accounts for a larger share of our time spent with Audio–up to 20% of time spent listening to radio now occurs via streaming, compared to 14% in 2021. This is a testament to the growing cross-platform audience. We’re listening to radio throughout our day–in the car, at home, and at work.

Podcasts listening is …intense!

Podcast fans are listening more than they were a year ago. And the shift is not only coming from the number of new listeners. Super listeners–those who dedicate 5-10+ hours–have significantly increased year-over-year. And there is a reduction in those that listen to podcasts less than 1 hour per day. Podcast listening is not a fleeting habit. It’s intense and intentional. And it’s a ritual.

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This report validates trends that our hosts and programming leaders have known all along–the power of great content and the trusted platforms of radio and podcasts continue to lead the Audio advertising space.

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SOURCES

Audio Today 2023, Nielsen, June 2023

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