Nielsen: Radio's Monthly Reach Increases in Q3 2016

RADIO ONLINE | Monday, January 9, 2017

Nielsen has released its Total Audience Report for the third quarter of 2016 showing radio in the top three platforms among persons ages 18-49 in time spent, which also includes TV and smartphones. The report found that radio returned back up to its Q3 2014 levels of 1 hour and 52 minutes in media consumption during an average day. During Q3, AM/FM radio had a monthly reach of nearly 263.84 million, up from 260.43 million a year earlier.

The Q3 report -- which focused on moms -- found that across devices, radio reached the greatest number of overall moms as well as working moms. Smartphones reached the greatest number of stay-at-home moms. Among device users, stay-at-home moms spent more time with all devices except radio, which is used more heavily among working moms.

Radio reaches 71% of moms ages 18-49's out of home listening. Working moms had the greatest percentage of out of home at 77%, while stay-at-home mon came in at 57%. Although radio's primetime is daytime for moms, working moms listen more during the morning and evening commute. Regardless of working status, moms preferred pop followed by Country radio. Latino and religious formats skewed higher with stay-at-home moms.