尼尔森-2018年美国音频用户研究报告（英文）-2018.4-16页-1mb

2018 Audio Today Report Summary

Core Content

The 2018 Audio Today Report by Nielsen Audio provides a comprehensive overview of the audio landscape in the United States, highlighting the enduring relevance and reach of broadcast radio in a rapidly evolving media environment. It emphasizes that despite the rise of digital and streaming platforms, AM/FM radio remains the most widely used audio medium, with a significant portion of the population tuning in each week.

Main Points

• Broadcast Radio's Dominance: AM/FM radio continues to reach more Americans each week than any other medium, with a weekly reach of 228.5 million consumers, surpassing television (216.5 million), smartphone apps/web (203.8 million), and video on smartphones (127.6 million). It also outperforms digital streaming (68.5 million), satellite radio (35.7 million), and podcasts (21.9 million).

• Radio's Cultural Relevance: Radio is a mass and diverse medium, reaching listeners across all generations, ethnicities, and demographics. It remains a staple in American daily life, offering content that fits into the multi-tasking habits of modern consumers.

• Advertiser Interest: Major national brands are re-discovering the value of radio as a key component of their media mix. The medium is experiencing a reawakening in terms of advertising investment, with many long-absent brands returning to the airwaves.

Key Data Highlights

Weekly Reach (Percentage of Population)

• AM/FM Radio: 93%
• Television (Live, DVR, Time-shifted): 93%
• Smartphone Apps/Web: 93%
• Smartphone Video: 93%
• Streaming Audio: 68.5%
• Satellite Radio: 35.7%
• Podcasts: 21.9%

Monthly Reach (Number of Users 18+)

• AM/FM Radio: 243,381,000
• Live+ DVR TV: 229,960,000
• App/Web on Smartphone: 207,659,000
• Internet on Computer: 160,095,000
• Multimedia Device: 97,628,000
• Game Console: 55,610,000

Audience Segmentation

Top Audio Formats by Audience Share (2017)

Top Songs of 2017

Key Insights

• Radio's Reach: Radio continues to be the most widely used audio medium, with 93% of Americans tuning in each week.
• Podcast Growth: Smartphones are the primary driver of podcast usage, with over 30 million Americans engaging with podcasts monthly.
• Podcast Appeal: On average, 12.7% of all adults (18+) listen to podcasts, with 20.3% of Alternative format listeners being the most engaged.
• Network Radio Influence: 94% of radio listeners tune into network-affiliated stations, indicating that network programming plays a significant role in the medium's overall reach.
• Ad Spend: The top 20 advertisers in 2017 spent heavily on music-based radio stations, highlighting the medium's importance in the advertising ecosystem.

Sourcing and Methodologies

• Data is sourced from Nielsen RADAR 136, Nielsen National Regional Database, Nielsen Scarborough USA+ Release 2, and Nielsen Ad Intel powered by Media Monitors.
• The methodologies include PPM panel data, Diary service data, and statistical modeling to estimate radio audiences.
• The report includes multicultural audiences, with specific attention to Hispanic and Black listeners.

Conclusion

The 2018 Audio Today Report underscores the resilience and adaptability of AM/FM radio in the face of digital competition. It remains a central part of the American media landscape, offering a diverse range of content and reaching a broad audience across different demographics and age groups. The report also highlights the growing influence of podcasts and the reawakening of advertiser interest in radio, suggesting a promising future for the medium in the evolving audio ecosystem.