Nielsen Results Find Strong Radio Use Among 18-34

RADIO ONLINE | , , | :am CT

Based on what Nielsen calls "the most representative sample ever seen by the radio industry," the company's newly-launched radio measurement service found that 18- to 34-year-olds (in the 51 markets covered) listen to the radio 21.5 hours each week -- in line with ages 12 and older. These and other findings were among the first data delivered to clients since Nielsen announced last year that it would measure radio.

The survey, conducted in March/April among 119,000 consumers representing a population of 14 million, found that 15% of the households in the sample were cell phone only (CPO) households, a figure that aligns with government estimates. This group, which Nielsen says has previously been left out of U.S. radio audience measurement, skews toward younger, tech-savvy consumers. Nielsen found that they tune in even more than 18- to 34-year-olds, listening to the radio 23 hours per week, with a 17.1% rating.

"By measuring the listening habits of 98% of the population instead of the 65% that we have been getting, Nielsen has dispelled many of the harmful untruths that have plagued our medium among the ad buying community," said Cumulus COO Lew Dickey. "Most notable is the notion that radio has lost its hipness and relevance among younger audiences. Nielsen's data proves that this is clearly not the case and it will clearly lead to a stronger appreciation of radio over time."

"Nielsen is committed to setting a new quality standard in radio ratings," said Lorraine Hadfield, Nielsen's managing director of global radio measurement. "We have collaborated with our clients every step of the way to develop a better, more accurate approach to radio measurement and we are proud of the data that we are sharing with the marketplace."