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Nielsen Releases New June 2022 Audio Today Report


Nielsen
Nielsen

Nielsen has released the newest issue of the Audio Today report, profiling how Americans use Broadcast Radio, Podcasts and Streaming and Satellite Radio. With consumption at all-time highs, the audio landscape has never had more potential for advertisers as the country emerges from two years of pandemic-altered routines. Audio users are more willing to shop in stores, attend events, work in offices, travel and take on major purchases in the next year.


Source: Nielsen Audio Today Report, June 2022

The report walks through key insights from the Audio Universe:

Radio - the original ad-supported audio platform - generates 55% more incremental reach than streaming music, podcasting and satellite radio. It needs to be a centerpiece of any audio marketing campaign looking to build a brand and reach consumers at scale.

A growing percentage of radio's audience is listening via encoded streams, with 12% of all the total radio audience among Adults 25-54 currently coming from streaming outlets.

99% of the population can be reached by Audio each month (broadcast radio, podcasts, streaming and satellite radio) while broadcast radio alone reaches 93% of adults each month. It continues to reach more Americans every month than any other platform, linear or digital.


Source: Nielsen Audio Today Report, June 2022

Radio use spans the bulk of the day, reaching consumers on the path to purchase while they're away from home and in the car. 70% of all radio use happens out of home, and most of that takes place in the car.

At the same time, podcast audiences continue to grow, with half of today's daily users having taken up the habit in the past two years. All genres have seen significant growth over that time, with Music, Leisure and True Crime growing the most. Comedy and News continue to be the most popular genres overall.

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