How U.S. Adults Use Radio and Other Forms of Audio
Council for Research Excellence supported by Nielsen, October 29, 2009, online edition, 38p (PDF)
"A Nielsen analysis of a media use study conducted by the Council for Research Excellence (CRE) found that 77% of adults are reached by broadcast radio on a daily basis, second only to television at 95%. This study, in which consumers were physically observed consuming media throughout the day, found that Web/Internet (excluding email) reached 64%, newspaper 35%, and magazines 27%. In a deeper analysis of audio media titled “How U.S. Adults Use Radio and Other Forms of Audio,” Nielsen found that that 90% of consumers listen to some form of audio media per day. The 77% who listen to broadcast radio surpass the 37% who listen to CDs and tapes and the 12% who listen to portable audio devices. Broadcast radio also continues to play a major role to all ages, with almost 80 percent of those aged 18 to 34 listening to broadcast radio in an average day."
Go to the report at:
http://blog.nielsen.com/nielsenwire/wp-content/uploads/2009/11/VCM_Radio-Audio_Report_FINAL_29Oct09.pdf
E14/05-09, Posted December 22, 2009
|
