AAG Offers Analysis of Nielsen's Audio Today 2022 Report

RADIO ONLINE | Monday, July 11, 2022

Cumulus Media

Last week, Nielsen released the latest issue of the "Audio Today 2022: How America Listens." In the report, Nielsen profiles how Americans use broadcast AM/FM radio, podcasts, streaming, and satellite audio. With consumption at all-time highs, the audio landscape has never had more potential for advertisers as the United States emerges from two years of the pandemic. This week's Cumulus Media | Westwood One Audio Active Group blog outlines the key findings.

• AM/FM radio has mass reach among Americans 18+, adults 35-49, and even Millennials 18-34: On a monthly basis, AM/FM radio reaches 93% of adults 18+, more than live + time-shifted TV (90%), smartphones (86%), TV-connected devices (81%), PCs (76%), and tablets (46%).

• AM/FM radio has massive monthly reach among African American and Hispanic audiences: AM/FM radio has substantial monthly reach among African American Millennials 18-34 (88%) and African Americans 35-49 (92%). Similarly, among Hispanic audiences both 18-34 (93%) and 35-49 (98%), AM/FM radio's monthly reach beats all other media and device platforms.

• AM/FM radio is "the center of the total audio universe" with an audience that is 16 times bigger than those who only listen to digital audio and satellite radio.

• Most AM/FM radio listening takes place in the car on the path to purchase during key periods throughout the week: Two-thirds of all time spent with AM/FM radio occurs away from home. In contrast, the vast majority of Pandora and Spotify listening occurs at home, according to Edison's "Share of Ear."

• AM/FM radio is the soundtrack of the American worker: Even during the working weekday, 45% of AM/FM radio listening takes place in the car and 23% occurs at work.

• Audio listeners are more willing to shop in stores, attend events, work in an office, and travel by air: Both AM/FM radio and podcast listeners were more willing than the average American to participate in activities like taking public transportation, attending indoor and outdoor events, work in an office setting, and shop at stores in person.

• Heavy AM/FM radio listeners have +26% greater purchase intentions than heavy TV viewers: Heavy AM/FM radio and podcast listeners are more likely to take a trip, purchase new technology, a major appliance, or home entertainment item, or do a major landscaping project.

• No matter the target demographic, there is an AM/FM radio format that delivers the ideal audience.