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MediaPost.com reported results from a Nielsen-sponsored study today that indicates that terrestrial radio has a dominant share of audio media usage (relative to online and personal audio players).   The finding was somewhat surprising to its authors, since the study was conducted by the Council For Research Excellence – a group of TV and Ad Agency researchers – to measure the impact of digital media across TV, Computers, and Mobile devices.

The findings were quite conclusive:  radio is second, only to TV, in daily reach (77% of all adults), over 1/2 of all audio listening is to local over-the-air radio, and over 80% of 18-34 year-olds still use radio for about an hour and a half per day, which is about 4-5 times the usage of digital alternatives.  Read the MediaPost summary of this research here.

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