Nielsen: AM/FM Radio Ratings Continue To Beat TV Among Persons 18-49
Last year, Nielsen’s Q3 2022 Total Audience Report had a shocking finding. For the first time in media history, AM/FM radio ratings beat TV among persons 18-49.
Now, in the latest Total Audience Report from Q2 2023, AM/FM radio continues to surpass TV in average audience among 18-49s.
Among persons 18-49, AM/FM radio beats TV in average audience and weekly reach
In 2018, AM/FM radio’s 18-49 average audience was 63% the size of live and time-shifted TV. Things have changed quickly. According to Nielsen’s Q2 2023 Total Audience Report, AM/FM radio’s persons 18-49 average audience is now +5% greater than television.
AM/FM radio’s weekly persons 18-49 reach of 81% is significantly larger than television’s 61%. Each week, 39% of U.S. persons 18-49 are not reached by live and time-shifted TV.
Each week, U.S. AM/FM radio reaches +33% more persons 18-49 than live and time-shifted television. 18-49 daily time spent of TV and AM/FM radio are now virtually tied.
TV reach among persons 18-49 has dropped -26% and time spent viewing eroded -59%
Since 2018, Nielsen’s Total Audience Report reveals the 18-49 weekly reach of live and time-shifted TV has dropped -26%. Over the same period, TV’s daily time spent is down -59%.
Cord cutting is a major driver of TV’s audience collapse
The MRI Simmons January 2023 “How Americans Watch TV” report reveals 51% have cut the cord. Another 10% are “cord tepid,” meaning they have cut back on their cable TV package or are contemplating “cord shaving.” Only 38% of Americans are “cord content.”
Streaming is now TV: Americans say streaming has replaced traditional TV
A Hub Entertainment study finds a major shift has occurred in the American mindset about streaming. Once thought of as an “add on” to regular TV, streaming is increasingly seen as America’s primary television platform.
From 2018 to 2022, those who said streaming was “the first thing you turn on when you watch” grew from 30% to 40%. The proportion who said “live from pay TV” is the first thing they turned on dropped from 62% to 46%.
While a huge number of Americans have abandoned traditional TV for streaming, AM/FM radio remains the dominant audio platform
According to Edison Research’s Q2 2023 “Share of Ear,” AM/FM radio has a massive 69% share of U.S. ad-supported audio. AM/FM radio audience shares are over 17 times larger than ad-supported Pandora and ad-supported Spotify.
Key findings:
- Among persons 18-49, AM/FM radio beats TV in average audience and weekly reach according to Nielsen’s Q2 2023 Total Audience Report
- TV reach among persons 18-49 has dropped -26% and time spent viewing eroded -59%
- Linear TV audience erosion is fueled by cord cutting and streaming
- AM/FM radio has a dominant 69% share of ad-supported audio
- AM/FM radio audience shares are 17 times larger than ad-supported Pandora and ad-supported Spotify