Study: Most Radio Listening Occurs During Midday Slots

RADIO ONLINE | Wednesday, February 27, 2019 | 2:01pm CT

Westwood One

A Westwood One blog post is taking on the common misperception among advertisers that most radio listening occurs during morning and afternoon drive times. Using Advertiser Perceptions survey data from marketer and agency professionals and comparing it with Nielsen data, the truth is revealed -- middays actually see the highest share of audio time spent.

Advertisers estimate more than half of all AM/FM radio listening happens during "drive times." According to Advertiser Perceptions, advertisers and agencies believe 28% of listening occurs during weekday morning drive, 6-10am, followed by Monday-Friday afternoon drive from 3-7pm at 24%.

According to Nielsen, middays are number one and weekend listening is greater than suspected. The highest share of time spent among adults 25-54 is middays 10am-3pm (26%). Morning (21%) and afternoon (21%) drive times are also strong. Despite advertisers believing only 13% of all listening occurs during the weekend, the Nielsen reality is actually 21%.

Adding dayparts at the same media weight significantly grows reach. For one advertiser, adding PM drive, middays, nights, and weekends grows reach from 22% to 33%, an incremental boost of +54%.