Nielsen Audio Today Key Takeaways: AM/FM Radio Is At The Center Of The Audio Universe With Massive Reach, Delivering Consumers That Spend On The Path To Purchase
Nielsen recently released the latest issue of Audio Today 2022: How America Listens. In the report, Nielsen profiles how Americans use broadcast AM/FM radio, podcasts, streaming, and satellite audio. With consumption at all-time highs, the audio landscape has never had more potential for advertisers as the United States emerges from two years of the pandemic.
Here are the key takeaways from the report:
AM/FM radio has mass reach among Americans 18+, adults 35-49, and even Millennials 18-34
Nielsen finds that AM/FM radio “continues to reach more Americans every month than any other platform, linear or digital.” On a monthly basis, AM/FM radio reaches 93% of adults 18+, more than live + time-shifted TV (90%), smartphones (86%), TV-connected devices (81%), PCs (76%), and tablets (46%).
Even among Millennials 18-34, AM/FM radio’s monthly reach of 87% is comparable to smartphones (89%) and beats live + time-shifted TV’s 80%.
Among adults 35-49, AM/FM radio (93%) trumps the monthly reach of smartphones (91%), live + time-shifted TV (90%), TV-connected devices (89%), PCs (82%), and tablets (52%).
Most AM/FM radio listening takes place away from home on the path to purchase during key periods throughout the week
Two-thirds of all time spent with AM/FM radio occurs away from home. In contrast, the vast majority of Pandora and Spotify listening occurs at home, according to Edison’s “Share of Ear.”
AM/FM radio is the soundtrack of the American worker
Despite the perception that most Americans are working from home in the post-pandemic world, most are commuting to work and listening to AM/FM radio. Nielsen reports 86% of pre-pandemic commuters are working outside the home. Even during the working weekday, 45% of AM/FM radio listening takes place in the car and 23% occurs at work.
During weekday drives times, nearly half of AM/FM radio listening occurs in the car (48%) and 17% occurs at work.
During weekends, AM/FM radio is “the soundtrack of the American shopper” with 46% of all listening occurring in the car. AM/FM radio on the weekend is the perfect media platform for advertisers to reach consumers on the path to purchase.
Major purchase decisions: Heavy AM/FM radio listeners have +26% greater purchase intentions than heavy TV viewers
In March 2022, Nielsen conducted a consumer study of 1,000 American adults to probe their sentiment on the economy, work, shopping, and activities as the country emerged from the pandemic.
AM/FM radio listeners are fueling the post-pandemic economy with higher purchase intentions across key shopping categories than heavy TV viewers and the average American.
Heavy AM/FM radio listeners are more likely to take a trip, purchase new technology, a major appliance, or home entertainment item, or do a major landscaping project.
Heavy AM/FM radio listeners are also more likely to make a major financial purchase:
- 7% of heavy AM/FM radio listeners intend to buy a house in the next 12 months compared to 5% of heavy TV viewers
- 31% of heavy AM/FM radio listeners intend to buy or lease a new/used vehicle in the next 12 months versus 28% of heavy TV viewers
Key takeaways:
- AM/FM radio has mass reach among Americans 18+, adults 35-49, and even Millennials 18-34
- A significant amount of AM/FM radio listening takes place in the car on the path to purchase
- Major purchase decisions: Heavy AM/FM radio listeners have +26% greater purchase intentions than heavy TV viewers