Radio Rules the Day

Share of Media:Radio Rules the Day

Each quarter the analytics group at

Nielsen releases the Total Audience

Report which examines reach for

television, online, mobile and radio.

In the Q1 2015 report, Nielsen

reported that radio was America’s

number one mass reach medium.

The Q2 2015 report has shed new light

on radio’s hour by hour share.

According to the data, radio rules

the day.

The Total Audience ReportQ2 2015

#1 persons 18-49: radio rules the day

Source: The Nielsen Total Audience Report Q2 2015, Monday-Friday.

TV Connected Devices = DVD, Game Console, Multimedia Device, VCR.

36%32%

13%9%

6% 5%

AM/FM radio TV PC Smartphone TV connected

devices

Tablet

Share of average audience Monday-Friday from 6A-7P

Share of Media Time Spent



36%34%

13%

8%5% 4%

AM/FM radio TV PC Smartphone Tablet TV connected

devices

Share of average audience Monday-Friday from 6A-7P

#1 persons 25-54: radio rules the day

Share of Media Time Spent

42%

48%

43%

37%35% 35%

37%35% 35% 36% 35%

33%

6AM 7AM 8AM 9AM 10AM 11AM 12PM 1PM 2PM 3PM 4PM 5PM

Source: The Nielsen Total Audience Report Q2 2015 P18-49, Monday-Friday.


When stores are open, radio is on

Radio is #1 in media time spent Monday-Friday 6AM-7PMShare of Media Time Spent

Share of average audience A18-49

52% 54%48%

38%41%

62%

P18-49 P25-54 P50+

AM/FM radio TV

Radio’s audience is more concentrated inthe key buying demos



% of average audience in a demographic

23%

Non-working

62%

Work full-time

15%

Work part-

time

Radio62%

Work full-time

45%

Non-working

26%

Work full-time

29%

Work part-time

Working persons are the engine of American radio listening

Source: Nielsen National Regional Database, Spring 2014 P18-64, M-SU 6AM-MID;

including Black & Hispanic DST markets. GfK MRI Doublebase 2014.

TV26%

Works full-time

Radio is #1 in daytime reach



86%

72%67%

46%

28%22%

AM/FM radio TV Smartphone PC Tablet TV connected

device

% of persons 18+ audience reached Monday-Friday 6AM-7PM

86%

67%

43%

28%32%

13% 10% 3%

Radio Smartphone PC Tablet

Reach Share

Radio delivers reach and share

Source: The Nielsen Total Audience Report Q2 2015 P18+, Monday-Friday.

Devices have good daytime reach but weak share of time spent

Key findings from the Nielsen Total Audience Report

• When stores are open, radio is on. Radio dominates daytime

shopping hours in reach and share of time spent.

• More of radio’s daytime audience is found in the key buying

and selling demographics.

• Smartphones, tablets and PC’s have good daytime reach,

but weak share of media time spent. Conversely, radio

reaches the masses then holds their attention.

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Radio Rules the Day