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National Radio Audiences Again at All-Time Highs
RADIO ONLINE | Wednesday, August 5, 2015 |
According to Nielsen's Q2 State of the Media: Audio Today, audio is available on multiple platforms from our smart cars to our smartphones, reaching consumers from all walks of life in more than 250 local markets. As the industry is faced with an ever-expanding list of media options, Nielsen says radio maintains its place as a significant part of the listening experience.
Nielsen's Q1 2015 Total Audience Report recently noted that on a week-to-week basis among adult audiences (18+), AM/FM radio has a larger reach (93%) than other platforms or ways to connect with content. This quarter the company found that the broad national radio audience (those 12 or older) has hit an all-time high for the second year in a row: 245 million Americans are using radio in a given week.
In this quarter's report, Nielsen focuses on the record 71.7 million Blacks and Hispanics who combine to account for almost a third (29.3%) of the national AQH audience. Black and Hispanic consumers spend more time with radio each week than any other group, and possess enormous buying power for advertisers looking to reach a qualified audience when they are away from home and in the marketplace ready to purchase.
Key findings of the analysis include:
- Since 2011, the weekly national Black radio audience has grown 5% (from 29.8 million to 31.3 million) Additionally since 2011, the weekly Hispanic audience has grown 11% (from 36.5 million to 40.4 million) Combined, African Americans and Hispanics account for almost a third (29.3%) of the national audience, representing 71.7 million audio consumers.
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