77% of Adults Listen to Radio Daily
Good news for radio: More than three quarters of adults are reached by broadcast radio on a daily basis, according to a new report from Nielsen. The 77% reached by radio is second only to television at 95%.
The analysis of a Council for Research Excellence media use study found that 90% of consumers listen to some type of audio each day – radio, CDs, and/or portable music devices. While many people thought the growing distribution of iPods and MP3 players would mean less time spent with radio, this data shows radio is actually more popular with those who listen to various portable audio players versus consumers who do not.
This report suggests radio can still play an important role in reaching consumers across all demographics, and shows radio as the dominant audio source for people at home, in their car, and at work.
Here’s how all the ad-supported media stacked up in the report:
- Television – 95%
- Radio – 77%
- Internet – 64%
- Newspaper – 35%
- Magazines – 27%
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Comment by Norma Brawner on 11 November 2009:
Does this reflect XM & Sirius? What are the percentages of local and subscribed radio listeners.
Comment by Michelle OBrien on 11 November 2009:
Norma,
The way the data reads, this is broadcast radio. If you click through the Nielsen link, their press release includes a chart that breaks down Home, Car, and Work listening by type, and satellite is broken out from broadcast radio.
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[...] data via MediaPost.com. Also check out our previously reported good news for radio here and [...]
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