Insights from the Nielsen 2023 Consumer Survey

RADIO ONLINE | Monday, December 4, 2023

Nielsen Audio

Last week, Nielsen revealed its 2023 Consumer Survey report which uncovered consumers' feelings about macroeconomic trends, their preferred platforms and channels, and sentiments around influencers, advertisements and ad-avoidance. According to the report, radio scored quite favorably for both the amount of advertising on the platform as well as ad avoidance, compared with a wide variety of other media options, including podcasts and streaming audio services.

The report examines consumer sentiment around ad load, and finds that podcasts and local radio are the leading platforms for having an appropriate amount of commercials.

The report also examines ad avoidance specifically. Here, radio is far and away the platform with the least amount of ad avoidance.

When it comes to free channels, 87% of consumers plan to make no changes to listening to live local radio for free, and 82% plan to make no changes to use free-with-ads user-generated streaming services, such as YouTube.

Those who engage with lottery/gambling brands are most comfortable with receiving personalized ads compared to any other vertical and across a host of channels, including radio (46%), digital ads (41%), owned social media posts (39%), and podcasts (37%).

55% of consumers said that there is an appropriate amount of advertising on podcasts, followed by local radio and paid with-ads video streaming services (both 36%).