ARTICLE: Nielsen: Young Adults Do Listen to Radio

by Andrew Hampp, Published: March 6, 2009

This data is helpful for the RE3.org campaign as we plan to purchase radio advertising and hopefully cinema advertising next fiscal year. What this article doesn’t mention is where this demographic listens to the radio. We purchase streaming radio ads because it is cheaper. Is that the best place to be?

“NEW YORK (AdAge.com) -- Nielsen may not be able to solve one of radio's biggest revenue problems -- the collapse of the auto industry, its biggest advertising category -- but it can help fix the industry's other big problem: measurement.

Results from the leading media-measurement company's first U.S. pilot study of radio listening, in Lexington, Ky., indicate a potential reversal of a trend that has been working against radio for the past decade: a supposed decline in radio listening among adults 18 to 34.

People in homes that use cellphones as their sole source of phone communication made up more than 20% of Nielsen's sample and skewed toward 18- to 34-year-olds, significantly younger than landline-only homes. Nielsen found that cellphone-only homes listened to radio an average 23 hours per week, while the total sample spent just more than 19 hours listening to radio. Those younger households also tuned in to an average of 3.5 stations vs. less than three for landline homes.

In total, Nielsen found that radio reached 93% of people in the market over the age of 12, 90% of people who do not read newspapers, 96% of light or non-broadcast TV viewers and 96% of those who go to the movies.”

1 comment:

Dodge This! said...

I agree that the data are useful, but also wish for more information. Are people in this demographic listening in their cars? At the gym? While they work out?
As for the cinema ads, I'm hoping you'll use them into shaming, I mean, motivating movie theaters to provide recycling containers for plastic bottles. October 1 isn't that far away!