The ratings firm is out with its Total Audience Report for the third quarter of 2018. The news for the audio world is very encouraging. As more ways to listen to audio become available, more people are spending time with audio. And, according to Nielsen, radio continues to be the dominant player.
Radio is at the center of the audio universe, according to Nielsen. The latest report shows that radio is holding steady, reaching more Americans each week (92%) than any other media platform. Smartphones are now used more than ever to stream audio content , while podcasts (19%) and satellite radio (16%) continue to grow.
One reason radio maintains its broad reach is due to high usage occurring away from the home. Automobiles are the most significant listening location, as 65% of all non-home radio use occurs there. That number increases to 77% on weekends. Nearly one-third of non-home listening also occurs at work, where consumers can multitask while they carry out their jobs.
The study also shows that adults spend 10 hours and 30 minutes per day connected to media, the same amount as one year ago. They spend one hour and 44 minutes per day with radio, that’s down four minutes from Q3 of 2017.
Read the entire report HERE.