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Radio Continues as Top Weekly Reach Medium
RADIO ONLINE | Friday, June 23, 2017 |
Despite the countless media and entertainment options available today, AM/FM radio continues to be the top weekly reach medium with 271 million Americans 6 and over listening to radio each week, according to the Nielsen Audio Today Report. This report offers a snapshot of the listening landscape viewed through many different lenses -- including reach and audience growth, network radio, podcasting, localism and top formats and songs.
The report found network radio reaches a wide variety of Americans. Network programming and services are radio's national currency: a large and diverse catalog of syndicated audio content which includes everything from 24-hour music channels to sports/talk and political analysis, as well as some of the biggest personalities in radio. The list of stations and affiliates that combine to represent the Network Radio receive tune-ins from more than 95% of radio listeners every week.
Listening outside the home and, specifically, in the car is a huge part of the radio ecosystem. But not to be outdone by digital, radio is an active participant in the digital arena. Delivery platforms like AM/FM streaming audio, HD radio, and NextRadio are creating new user experiences. And the radio data is feeding seamlessly into Programmatic Solutions and the Marketing Cloud.
In addition, as part of the report Nielsen took a closer look at who listens to podcasts. The report reveals that an average podcast listener (according to Nielsen Scarborough) is young, educated and affluent. Consumers who watch, listen to or download a podcast are significantly more likely to be higher educated, higher income and career-minded, making them a qualified -- and valuable -- audience for advertisers and marketers.
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