STATE OF THE MEDIA: AUDIO TODAY - Nielsen · 2019-05-29 · 4 STATE OF THE MEDIA: AUDIO TODAY 4 76% 24% 94% 6% 66% 19% 16% WORK LISTENING LOCATION IN HOME OUT OF HOME COMPOSITION

1STATE OF THE MEDIA: AUDIO TODAY Q4 Copyright © 2016 The Nielsen Company

S TAT E O F T H E M E D I A : A U D I O TO D AYA FOCUS ON NETWORK RADIO

NOVEMBER 2016

2 STATE OF THE MEDIA: AUDIO TODAY Q4

EARS, AND HEARTS AND MINDS

With a little more than a month left in the year, holiday music is just

around the corner and the election results will provide fodder for years

to come in talk circles. The audio landscape has something to offer for

everyone nationwide.

In this final report of the year we turn our focus to network radio; the

large catalog of national content available each week from dozens of

radio networks and syndicators. These broadcasters program audio

content across the country on thousands of stations every week and

reach a vast majority of Americans - more than 95% of all radio listeners

nationwide tune to a network-affiliated station in a given week.

As 2016 draws to a close and we write the final chapters of an

unpredictable year in media, the same story that we led with in February

remains: radio continues to be the top reach vehicle for Americans on a

weekly basis.

268 MILLION AMERICANS 6+ LISTEN TO RADIO EACH WEEK*

Source: RADAR 131, DECEMBER 2016, M-SU MID-MID, TOTAL LISTENERS 12+

NIELSEN PPM MARKETS, Q3 2016, M-SU MID-MID, LISTENERS 6-11

*The combined weekly cume persons (268,360,253) is a combination of RADAR National 12+ cume (247,376,000) and PPM markets 6-11

Cume (11,668,300) and Diary markets projected 6-11 Cume (9,315,953).

MORE CONSUMERS CHOOSE RADIO THAN ANY OTHER PLATFORM


NETWORK RADIO REPRESENTS RADIO’S NATIONAL FOOTPRINTNetwork programming and services are radio’s national currency: a

large and diverse catalog of syndicated audio content which includes

everything from 24-hour music channels to sports talk and political

analysis, as well as some of the biggest personalities on the airwaves.

The list of stations and affiliates that combine to represent the Network

Radio audience is immense, and so is the audience…

Because the majority of radio listeners are also reached by network

affiliates, the network audience closely mirrors the total radio audience.

Source: Nielsen National Regional Database, Spring 2016, M-SU 5AM-MID

9,224 AM/FM and HD/Streaming stations that carry programming supplied by the Network Radio Research Council member companies

MORE THAN 95% OF ALL RADIO LISTENERS TUNE TOA NETWORK-AFFILIATED STATION EVERY WEEK

STATE OF THE MEDIA: AUDIO TODAY Copyright © 2016 The Nielsen Company

NETWORK RADIO REACHES A WIDE VARIETY OF AMERICANSNetwork programming and services are radio’s national currency: a large and diverse catalog of syndicated audio content

which includes everything from 24-hour music channels to sports talk and political analysis, as well as some of the biggest

personalities in radio.

The list of stations and affiliates that combine to represent the Network Radio audience is immense, and so is the audience…



MORE THAN 95% OF RADIO LISTENERS TUNE TOA NETWORK-AFFILIATED STATION EVERY WEEK

Source: Nielsen National Regional Database, Spring 2016, M-SU 5AM-MID9,224 AM/FM and HD/Streaming stations that carry programming supplied by the Network Radio Research Council member companies

RADIO LISTENERS REACHED BY A NETWORK RADIO AFFILIATENOT REACHED BY A NETWORK RADIO AFFILIATE

NETWORK RADIO AFFILIATES ALL RADIO

PERSONS12+

PERSONS18-49

PERSONS25-54

95% 96% 96%

4%4%5%

20%

6% 5%

10% 10%

15% 15% 16% 16% 19% 18% 18%

15% 16%

TEENS 12-17 PERS 18-24 PERS 25-34 PERS 35-44 PERS 45-54 PERS 55-64 PERS 65+

STATE OF THE MEDIA: AUDIO TODAY Copyright © 2016 The Nielsen Company

NETWORK RADIO REACHES A WIDE VARIETY OF AMERICANSNetwork programming and services are radio’s national currency: a large and diverse catalog of syndicated audio content

which includes everything from 24-hour music channels to sports talk and political analysis, as well as some of the biggest

personalities in radio.

The list of stations and affiliates that combine to represent the Network Radio audience is immense, and so is the audience…



MORE THAN 95% OF RADIO LISTENERS TUNE TOA NETWORK-AFFILIATED STATION EVERY WEEK

Source: Nielsen National Regional Database, Spring 2016, M-SU 5AM-MID9,224 AM/FM and HD/Streaming stations that carry programming supplied by the Network Radio Research Council member companies

RADIO LISTENERS REACHED BY A NETWORK RADIO AFFILIATENOT REACHED BY A NETWORK RADIO AFFILIATE

NETWORK RADIO AFFILIATES ALL RADIO

PERSONS12+

PERSONS18-49

PERSONS25-54

95% 96% 96%

4%4%5%

20%

6% 5%

10% 10%

15% 15% 16% 16% 19% 18% 18%

15% 16%

TEENS 12-17 PERS 18-24 PERS 25-34 PERS 35-44 PERS 45-54 PERS 55-64 PERS 65+


76%

24%

94%

6%

66%

19%

16% WORK

LISTENING LOCATION

IN HOME

OUT OF HOME

COMPOSITION OF P18-49 NETWORK AFFILIATE LISTENERS

53% 47%

Source: Nielsen National Regional Database, Spring 2016, Total US, Monday-Sunday 5am-12midnight

FULL-TIME PART-TIME

NOT EMPLOYED FULL OR PART-TIME (INCL. RETIRED, STUDENT, ETC.)

EDUCATION COMPOSITIONCOLLEGE GRAD 27%SOME COLLEGE 34%

NO COLLEGE 40%

HOUSEHOLD INCOME COMPOSITION

$75K+ 35%$50K - $75K 22%$25K - $50K 26%

<$25K 16%

RADIO LISTENERS 18-TO-49: 94% TUNE TO NETWORK-AFFILIATED STATIONS EACH WEEK

PERSONS18-49

25-TO-54 YEAR-OLD RADIO LISTENERS: 93% TUNE TO NETWORK-AFFILIATED STATIONS EACH WEEK


76%

24%

93%

7%

71%

17%

12% WORK

LISTENING LOCATION

IN HOME

OUT OF HOME

COMPOSITION OF P25-54 NETWORK AFFILIATE LISTENERS

54% 46%


FULL-TIME PART-TIME



NO COLLEGE 38%


$75K+ 37%$50K - $75K 22%$25K - $50K 25%

<$25K 15%

25-TO-54 YEAR-OLD RADIO LISTENERS: 93% TUNE TO NETWORK-AFFILIATED STATIONS EACH WEEK

PERSONS25-54


76%

24%

94%

6%

PERSONS18-34

56%

23%

22%

WORK

LISTENING LOCATION

IN HOME

OUT OF HOME

COMPOSITION OF MILLENNIAL NETWORK AFFILIATE LISTENERS

53% 47%


FULL-TIME PART-TIME



NO COLLEGE 42%


$75K+ 31%$50K - $75K 22%$25K - $50K 28%

<$25K 19%

MILLENNIAL RADIO LISTENERS (18-34): 94% TUNE TO NETWORK-AFFILIATED STATIONS EACH WEEK

GENERATION X RADIO LISTENERS (P35-49): 93% TUNE TO A NETWORK-AFFILIATED STATION EACH WEEK


76%

24%

93%

7%

73%

16%

11%WORK

LISTENING LOCATION

IN HOME

OUT OF HOME

COMPOSITION OF GENERATION X NETWORK AFFILIATE LISTENERS

54% 46%


FULL-TIME PART-TIME



NO COLLEGE 37%


$75K+ 39%$50K - $75K 22%$25K - $50K 25%

<$25K 14%

GENERATION X RADIO LISTENERS (P35-49): 93% TUNE TO A NETWORK-AFFILIATED STATION EACH WEEK

PERSONS35-54


92%

8%

63%

26%

11%

WORK

LISTENING LOCATION

IN HOME

OUT OF HOME

68%

32%

COMPOSITION OF BOOMER NETWORK AFFILIATE LISTENERS

55% 45%


*Commonly used definitions for Boomers are, as of 2014, those aged 49-67. Nielsen’s age breaks stop at 64 or 74.

FULL-TIME PART-TIME



NO COLLEGE 39%


$75K+ 38%$50K - $75K 22%$25K - $50K 24%

<$25K 15%

BOOMER RADIO LISTENERS (50-64*): 92% TUNE TO NETWORK-AFFILIATED STATIONS EACH WEEK

PERSONS50-64

BLACKS (P12+): 98% TUNE TO NETWORK-AFFILIATED STATIONS EACH WEEK


98%

2%

52%

34%

14%

WORKP18+

LISTENING LOCATION

IN HOME

OUT OF HOME

65%

35%

COMPOSITION OF BLACK NETWORK AFFILIATE LISTENERS

47% 53%

Source: Nielsen National Regional Database, Spring 2016,

Monday-Sunday 5am-12midnight

Black Differential Survey Treatment Markets (130)

FULL-TIME PART-TIME


EDUCATION COMPOSITION P18+

COLLEGE GRAD 23%SOME COLLEGE 35%

NO COLLEGE 42%


$$75K+ 25%$50K - $75K 20%$25K - $50K 29%

<$25K 25%

BLACKS (P12+): 98% TUNE TO NETWORK-AFFILIATED STATIONS EACH WEEK

PERSONS12+


97%

3%

PERSONS12+

52%

34%

14%

WORKP18+

LISTENING LOCATION

IN HOME

OUT OF HOME

71%

29%

COMPOSITION OF HISPANIC NETWORK AFFILIATE LISTENERS

54% 46%

Source: Nielsen National Regional Database, Spring 2016,

Monday-Sunday 5am-12midnight

Hispanic Differential Survey Treatment Markets (108)

FULL-TIME PART-TIME


EDUCATION COMPOSITION P18+

COLLEGE GRAD 17%SOME COLLEGE 28%

NO COLLEGE 56%


$75K+ 20%$50K - $75K 20%$25K - $50K 35%

<$25K 25%

HISPANICS (P12+): 97% TUNE TO NETWORK-AFFILIATED STATIONS EACH WEEK


WEEKLY CUME PERSONS: The total weekly number of different persons who tune to

radio (or network-affiliated stations) for at least five minutes during the given daypart.

AUDIENCE COMPOSITION: The composition of the audience based on the Average

Audience estimate.

AVERAGE AUDIENCE: The estimated average number of persons in the radio audience

within a specified time period (e.g., a daypart), expressed in thousands.

RADIO NETWORK: A broadcast entity that can provide programs, services and/

or compensation to affiliated stations in exchange for those stations airing national

commercials.

NETWORK-AFFILIATED RADIO STATION: An AM, FM or HD radio station or the

internet stream of an AM, FM or HD radio station which carries network programming or

commercials at any time during the broadcast day.

SYNDICATED PROGRAMMING: Nationally distributed programs that stations are

contractually obligated to broadcast. These programs have commercials associated with

them that are usually aired within the program. Content of the program may include

music, talk or sports play-by-play.

DIFFERENTIAL SURVEY TREATMENT (DST): A special procedure used to help

maximize participation in the survey or panel by persons in a demographic group with a

history of under-representation in survey research.

SOURCINGNielsen RADAR 130, September 2016

Nielsen RADAR 131, December 2016

Nielsen National Regional Database, Spring 2016

SOURCING & METHODOLOGIESGLOSSARY


Data used in this report is inclusive of multicultural audiences. Hispanic consumer

audiences are comprised of both English and Spanish speaking representative populations.

Learn more at: http://www.nielsen.com/us/en/solutions/capabilities/audio/national-radio-

services.html

ABOUT NIELSEN Nielsen Holdings plc (NYSE: NLSN) is a global performance management

company that provides a comprehensive understanding of what

consumers watch and buy. Nielsen’s Watch segment provides media

and advertising clients with Total Audience measurement services for

all devices on which content — video, audio and text — is consumed.

The Buy segment offers consumer packaged goods manufacturers

and retailers the industry’s only global view of retail performance

measurement. By integrating information from its Watch and Buy

segments and other data sources, Nielsen also provides its clients with

analytics that help improve performance. Nielsen, an S&P 500 company,

has operations in over 100 countries, covering more than 90% of the

world’s population.

For more information, visit www.nielsen.com.

Copyright © 2016 The Nielsen Company. All rights reserved. Nielsen and

the Nielsen logo are trademarks or registered trademarks of CZT/ACN

Trademarks, L.L.C. Other product and service names are trademarks or

registered trademarks of their respective companies. 16/10511


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STATE OF THE MEDIA: AUDIO TODAY - Nielsen · 2019-05-29 · 4 STATE OF THE MEDIA: AUDIO TODAY 4 76% 24% 94% 6% 66% 19% 16% WORK LISTENING LOCATION IN HOME OUT OF HOME COMPOSITION