Radio Reaches 90.8% of Americans Working from Home

RADIO ONLINE | Monday, March 16, 2020 | 4:36pm CT

Westwood One

With working from home quickly becoming a reality for some Americans over coronavirus concerns, this week's Westwood One blog answers questions agencies have about what this means for AM/FM radio listening habits. Nielsen Scarborough USA+ reports that 90.8% of Americans who work from home are reached by AM/FM radio and that radio is the soundtrack of the American worker regardless of where they sit.

Edison Research's latest Q4 2019 "Share of Ear" study indicates AM/FM radio's share of ad-supported audio is very strong at home and at work. In both locations, AM/FM radio is the dominant audio platform.

Those that work from home are 43% more likely to own smart speakers according to Nielsen Scarborough USA+.

Per Edison's "Share of Ear," AM/FM radio is the number one most listened to audio source on smart speakers.

Nielsen's network radio audience measurement was designed to smooth out the highs and lows of AM/FM radio listening. RADAR is based on a one-year rolling average of four quarters that smooths out the highs and the lows. The four-quarter rolling average stabilizes changes caused by major events throughout the year.

The concept of a rolling average also exists in Nielsen Audio local markets. In the 48 Portable People Meter markets, buyers and sellers generally use an average of the most recent three-month reports. In 44 larger diary radio markets, Nielsen recently introduced Continuous Diary Measurement, which is based on three-month rolling averages.

Triton, the streaming audio audience service, reports that online audio shares to Public Radio and News/Talk stations have grown in the past week.