尼尔森-2018今日音频：美国如何倾听（英文版）-2018.4-16页-1mb

2018 Audio Today Report Summary

Core Content

The 2018 Audio Today Report by Nielsen Audio provides an in-depth analysis of the listening habits of Americans, highlighting the enduring relevance of broadcast radio despite the rise of digital media. The report underscores the mass appeal and diversity of radio as a medium, its weekly and monthly reach, and the advertising potential it holds for various demographics and formats.

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Key Findings

Weekly Reach

• Broadcast radio continues to be the most widely used audio medium in the U.S., reaching 228.5 million consumers weekly.
• Television reaches 216.5 million consumers weekly.
• Smartphone app/web reaches 203.8 million.
• Smartphone video reaches 127.6 million.
• Streaming audio reaches 68.5 million.
• Satellite radio reaches 35.7 million.
• Podcasts reach 21.9 million.

Monthly Reach

• AM/FM radio reaches 243.38 million adults 18+ monthly.
• Live+ DVR TV reaches 229.96 million.
• App/web on smartphone reaches 207.66 million.
• Internet on computer reaches 160.095 million.
• Multimedia devices reach 97.628 million.
• Game consoles reach 55.61 million.

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Audience Demographics

Millennials (18–34)

• Monthly reach: 71,606,398 (95% of the population).
• Top 3 formats:
  1. Pop CHR: 19.1%
  2. Country: 12.7%
  3. Hot AC: 8.5%

Generation X (35–54)

• Monthly reach: 80,555,896 (97% of the population).
• Top 3 formats:
  1. Country: 12.6%
  2. News/Talk: 9.4%
  3. AC: 7.9%

Boomers (55–64)

• Monthly reach: 41,231,685 (98% of the population).
• Top 3 formats:
  1. News/Talk: 15.0%
  2. Country: 12.8%
  3. Classic Rock: 9.1%

Teens (12–17)

• Monthly reach: 23,585,623 (94% of the population).
• Top 3 formats:
  1. Pop CHR: 19.1%
  2. Country: 12.7%
  3. Hot AC: 8.5%

Hispanics 12+

• Monthly reach: 44,666,129 (96% of the population).
• Top 3 formats:
  1. Mexican Regional: 16.2%
  2. Spanish Contemporary: 9.6%
  3. Pop CHR: 8.8%

Adults 18–49

• Monthly reach: 131,596,180 (96% of the population).
• Top 3 formats:
  1. Country: 14.0%
  2. Pop CHR: 10.7%
  3. AC: 7.2%

Women 18–49

• Monthly reach: 65,945,492 (98% of the population).
• Top 3 formats:
  1. Country: 15.0%
  2. Pop CHR: 13.4%
  3. AC: 8.9%

Men 18–49

• Monthly reach: 65,650,688 (95% of the population).
• Top 3 formats:
  1. Country: 13.1%
  2. News/Talk: 8.5%
  3. Pop CHR: 8.3%

Adults 25–54

• Monthly reach: 123,402,547 (97% of the population).
• Top 3 formats:
  1. Country: 13.1%
  2. Pop CHR: 8.7%
  3. News/Talk: 8.3%

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Format Popularity

• Top 20 formats by share of total listening:
  1. Country: 13.2% ("Body Like A Back Road" by Sam Hunt)
  2. News/Talk (combined): 12.3%
  3. News/Talk Commercial: 8.3%
  4. Adult Contemporary (AC): 8.1% ("Don't Wanna Know" by Maroon 5)
  5. Pop CHR: 7.1% ("Shape Of You" by Ed Sheeran)
  6. Classic Rock: 5.9% ("Sweet Emotion" by Aerosmith)
  7. Classic Hits: 5.7% ("Don't Stop Believin" by Journey)
  8. Hot AC: 4.9% ("Shape Of You" by Ed Sheeran)
  9. Urban AC: 4.3% ("Redbone" by Childish Gambino)
  10. News/Talk Non-Commercial: 4.0%
  11. All Sports: 3.8%
  12. Contemporary Christian: 3.6% ("Even In" by MercyMe)
  13. Urban Contemporary: 3.8% ("Humble" by Kendrick Lamar)
  14. Rhythmic CHR: 2.6% ("Unforgettable" by French Montana)
  15. Mexican Regional: 2.2% ("Adios Amor" by Christian Nodal)
  16. Adult Hits + 80s Hits: 2.0% ("Don't You (Forget About Me)" by Simple Minds)
  17. Alternative: 1.9% ("Believer" by Imagine Dragons)
  18. Spanish Contemporary + Spanish Hot AC: 1.6% ("Despacito" by Luis Fonsi & Daddy Yankee)

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Podcasts and Radio

• Podcasts are growing in popularity, with over 30 million Americans listening to or downloading them each month.
• Smartphones are the main device for podcast consumption.
• Podcast usage varies by radio format:
  • Alternative listeners: 20.3%
  • National average for all adults: 12.7%

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Network Radio

• 94% of radio listeners tune into a network-affiliated station every week.
• Network radio includes a wide range of content such as:
  • 24-hour music channels
  • Sports talk
  • Political analysis
  • Major personalities in radio

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Advertising Insights

• Top 20 advertisers in 2017 spent on music-based stations and spoken word radio.
• Music-based stations in PPM markets had a total ad spend of $946 million.
• Spoken Word radio (including News, Sports, and Talk formats) had a total ad spend of $162 million.

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Methodologies

• Data sources include Nielsen RADAR 136, Nielsen National Regional Database, Nielsen Scarborough USA+ Release 2, and Nielsen Ad Intel.
• PPM panel data is used to measure listening habits across the top 48 radio metros.
• Diary service is used for the remaining 212 radio metros.
• Radio airplay is measured through Nielsen BDSradio in 150 U.S. markets.
• Multicultural audiences are included in the data, with Hispanic listeners comprising both English and Spanish-speaking populations.

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Conclusion

Despite the rise of digital platforms, broadcast radio remains the dominant audio medium in the U.S., with 93% of Americans tuning in weekly. It offers diverse content and reaches all demographics, making it a valuable platform for advertisers. Podcasts and digital streaming are also gaining traction, but they still lag behind traditional radio in terms of reach. The report highlights a reawakening of interest in radio, with major national brands returning to the medium.