尼尔森-2019年音频报告（英文）-2019.6-16页_1mb

2019 Audio Today Report Summary

Core Content

The 2019 Audio Today Report by Nielsen Audio highlights the evolving role of audio in the American media landscape, emphasizing its growing importance as a key medium for reaching consumers. With the rise of podcasting, streaming, and smart speakers, audio is becoming a more dominant and versatile form of content consumption. AM/FM radio remains a foundational element of this audio ecosystem, providing consistent reach and engagement across a wide demographic range.

Main Trends and Insights

Audio is In Fashion

• Audio-based content is gaining popularity among American consumers.
• The media landscape is fragmenting, but audio is emerging as a strong contender.
• Podcasting, streaming, and smart speakers are expanding the audio experience, offering more specialized content and easier access.

Radio's Dominance

• Radio continues to be the most widely reached medium in the U.S., with 92% of Americans listening each week.
• It is ubiquitous and free, making it an essential part of daily life, especially in vehicles.
• Radio reaches all age groups, including Teens, Adults 18-34, Adults 25-54, and Adults 18+, with high audience shares.

Key Audience Segments

• Teens 12-17:

  • 93% of them listen to radio weekly.
  • Top formats: Pop CHR (18.5%), Country (12.7%), AC (8.6%).

• Adults 18-34:

  • 96% of the population listens weekly.
  • Top formats: Country (15.1%), Pop CHR (12.9%), AC (7.9%).

• Adults 25-54:

  • 99% of the population listens weekly.
  • Top formats: Country (13.1%), Pop CHR (8.6%), AC (8.6%).

• Adults 18+:

  • 98% of the population listens weekly.
  • Top formats: Country (13.2%), News/Talk (12.0%), AC (8.6%).

• Hispanics 12+:

  • 99% of them listen weekly.
  • Top formats: Mexican Regional (15.9%), Spanish Contemporary (10.5%), Pop CHR (8.3%).

• Blacks 12+:

  • 98% of them listen weekly.
  • Top formats: Urban AC (28.6%), Urban Contemporary (21.0%), Rhythmic CHR (6.4%).

Radio Usage Patterns

• Radio is a daily companion, with high usage during morning and evening commutes.
• Most out-of-home listening occurs in the car, where radio is the preferred medium.
• Radio is used away from home during the day, especially when commuting or running errands, making it ideal for point-of-purchase advertising.

Network Radio Reach

• 94% of radio listeners tune into network-affiliated stations.
• The network audience closely mirrors the total radio audience, showing a broad reach across demographics.

Podcasting and Smart Speakers

• Podcasting and smart speakers are expanding the audio market, offering new ways to consume content.
• Nielsen tracks podcast use and smart speaker ownership in the top 10 markets.
• Podcast listeners and smart speaker owners are similar in terms of age, household size, and income, but smart speaker owners tend to be slightly older and have higher income.

Comparative Reach

• Radio has the highest weekly reach among all platforms, surpassing TV, mobile, and digital.
• Monthly reach comparisons show radio's strong presence, especially among adults, with 244.5 million adults 18+ listening weekly.
• Radio usage is high across all platforms, with 98% of adults listening weekly.

Key Statistics

• 272 million Americans 6+ listen to radio each week.
• 92% of Americans listen to radio weekly.
• Radio is used in all locations, with 90% of adults using it weekly.
• Smart speaker ownership is growing, with 15% of adults owning one.
• Podcast listeners are 15% of adults, with Pop CHR being the most popular format.
• Format shares vary by demographic, with Country being the most listened to format overall.

Methodologies and Sources

• Data sources include Nielsen RADAR 140, National Regional Database, Scarborough USA+, and PPM Panel Characteristics Reports.
• Radio includes AM/FM, digital streams, HD radio, and satellite radio.
• Format definitions are based on data from U.S. government-licensed radio stations.
• Data is inclusive of multicultural audiences, with Hispanic and Black consumers represented.

Conclusion

The 2019 Audio Today Report underscores the continued relevance and growth of audio, particularly radio, as a vital medium for reaching a broad and diverse audience. With increased use of podcasts and smart speakers, the audio landscape is evolving, but radio remains a cornerstone of media consumption. Advertisers are recognizing the value of audio for its captive audience and timing for point-of-purchase messaging, making it a powerful tool in the modern media strategy.