Who's Listening and to What? - #RadioMediaTour
It's no surprise that heading into 2018 media consumption is less about entertainment and has become more about lifestyle choices. The iGen was born with an iPhone in their hands and Millennials thrive to find quality news and entertainment sources through all media platforms. We are in a golden age of media overall, as content is available everywhere and across all devices.
However, according to Nielsen's Comparable Metrics Report, traditional broadcast radio remains the top way to reach the public. In fact, more Americans tune into AM/FM radio (93%) than watch television, use smartphones, tablets or computers. Young listeners are leading the consistent increase in news radio listening, and AM/FM radio continues to reach significantly more people each week than any other medium in the U.S. - 228.5 million adults 18+ where the average weekly usage is over 188 billion minutes.
Out of those 228 million listeners, about 12% listened to news talk radio per week last year making it the second highest format only behind Country music at 13.6%.
2017 TOP 10 RADIO FORMATS
- Market Share
- Adult Contemporary
- Pop Contemporary Hit Radio
- Classic Rock
- Classic Hits
- Hot Adult Contemporary
- Urban Adult Contemporary
- Contemporary Christian
- Urban Contemporary
AM/FM radio is an away-from-home medium with employed users who listen 2.5 hours longer than those not employed. The audience is very consistent all year with very high reach and frequent usage 5 out 7 days per week.
- 76% of 18-64 radio listeners are in the workforce.
- Full-time employed listen 2.5 hours longer per week than the not employed
- Most AM/FM Radio usage takes place away from home when people are working or shopping.
- Full-time employed listeners are heavy users of radio compared to those who are not employed.
Statistics show News radio for Millennials (18-34) is growing at the fastest rate in the last two years. Generation X has similar tastes with more listening to news radio than ever before.
Some other radio trends include:
- Millennials and iGen listeners average about 1.7 million to 3 million listeners per week.
- Over the last five years, News Talk averages 38 to 39 million weekly listeners who spend close to 5 hours tuning in.
- 1 in 5 baby boomers listen to news radio
- Audience share of news/talk radio station in the U.S. from January 2016 to September 2017 rose to 9.9 %
WHAT DOES IT ALL MEAN?
While Americans have a ton of options in choosing where they get their news and through what platform, AM/FM radio still is the top gun. With roughly 38 million listeners per week tuning in and 93% of all Americans continuously accessing it, getting your message on the airwaves through a Radio Media Tour is still a valuable strategy to help you surpass your campaign goals. One interview cleverly earned on a National Network like NBC News Network's “Sara Lee Kessler's Health Beat” or Westwood One's “Intelligence for Your Health with Connie Sellecca” can generate hundreds of thousands of listeners on hundreds of affiliates.
Nielsen National Regional Database, Spring 2017, M-SU 6AM-MID, Adults18+, AQH Share
TAPSCAN™ Web National Regional Database, Spring 2017, P18-64 AQH Rating, M-F 5A-12M
Nielsen - 2015 and 2016 were compiled using a January-December average. AQH - Average quarter hour
ABOUT THE EXPERT: Ted Birkey
Ted has over 20 years' experience as a media analyst, broadcast coordinator, producer and sound editor in radio and has worked for MultiVu, a Cision company for over 13 years.
In 2016 he won the PR Newswire 2015 President's Club Golden Ticket Award which recognizes the top Sales, CCS professionals and other PR Newswire/MultiVu colleagues who make outstanding contributions to the business. He holds a B.A. in Sound Engineering from Chicago's Columbia College and majored in piano performance at Goshen College in Northern Indiana.
In his free time he explores Southern California with his family and still studies piano, butchering everything from Johannes Brahms to Thelonious Monk.
MultiVu, a Cision/PR Newswire division, produces and places compelling content strategically across multiple channels globally to deliver targeted results and drive desired engagement. Created in 2002 from network news veterans and media relations professionals, MultiVu has grown into a content creation and media strategy company, leading in the broadcast communications industry. More information can be found on www.multivu.com.