2018今日音频：美国如何倾听（英文版）_16页-1mb

2018 Audio Today Report Summary

Core Content

The 2018 Audio Today Report by Nielsen Audio highlights the enduring relevance and widespread reach of AM/FM radio in the United States, despite the rise of digital media. It emphasizes that radio remains the most widely used audio medium, with a large and diverse audience across generations, ethnicities, and demographics. The report also explores the growing influence of digital streaming and podcasts, while underscoring the unique role of network radio in shaping the audio landscape.

Key Findings

Weekly Reach

• AM/FM radio continues to reach the most Americans each week, with 228.5 million listeners, surpassing:
  • TV (live, DVR and time-shifted): 216.5 million
  • App/Web on a smartphone: 203.8 million
  • Video on a smartphone: 127.6 million
• Streaming audio reaches 68.5 million listeners weekly.
• Satellite radio and podcasts have smaller audiences, at 35.7 million and 21.9 million respectively.

Monthly Reach

• AM/FM radio reaches 243.38 million adults 18+ monthly, outperforming other platforms:
  • Live+ DVR TV: 229.96 million
  • App/Web on a smartphone: 207.66 million
  • Internet on a computer: 160.095 million
  • Multimedia devices: 97.628 million
  • Game consoles: 55.61 million

Audience Demographics

• Millennials (18-34):
  • Monthly reach: 71.6 million (95% of the population)
  • Top formats: Country (15.6%), Pop CHR (12.9%), Urban Contemporary (6.7%)
• Generation X (35-54):
  • Monthly reach: 80.5 million (97% of the population)
  • Top formats: Country (12.6%), News/Talk (9.4%), AC (7.9%)
• Boomers (55-64):
  • Monthly reach: 41.2 million (98% of the population)
  • Top formats: News/Talk (15.0%), Country (12.8%), Classic Rock (9.1%)
• Teens (12-17):
  • Monthly reach: 23.6 million (94% of the population)
  • Top formats: Pop CHR (19.1%), Country (12.7%), Hot AC (8.5%)
• Blacks (12+):
  • Monthly reach: 34.5 million (97% of the population)
  • Top formats: Urban AC (29.3%), Urban Contemporary (20.7%), Rhythmic CHR (6.7%)
• Hispanics (12+):
  • Monthly reach: 44.7 million (96% of the population)
  • Top formats: Mexican Regional (16.2%), Spanish Contemporary (9.6%), Pop CHR (8.8%)
• Adults 18-49:
  • Monthly reach: 131.6 million (96% of the population)
  • Top formats: Country (14.0%), Pop CHR (10.7%), AC (7.2%)
• Women 18-49:
  • Monthly reach: 65.9 million (97% of the population)
  • Top formats: Country (15.0%), Pop CHR (13.4%), AC (8.9%)
• Men 18-49:
  • Monthly reach: 65.7 million (95% of the population)
  • Top formats: Country (13.1%), News/Talk (8.5%), Pop CHR (8.3%)
• Adults 25-54:
  • Monthly reach: 123.4 million (97% of the population)
  • Top formats: Country (13.1%), Pop CHR (8.7%), News/Talk (8.3%)

Network Radio

• 94% of radio listeners tune into network-affiliated stations weekly.
• The network audience closely mirrors the total radio audience, indicating that network programming plays a central role in reaching a broad range of listeners.

Podcasts

• Over 30 million Americans listen to or download a podcast each month.
• Smartphones are the primary device for podcast usage.
• Podcasts appeal to a wide variety of radio listeners, with 20.3% of Alternative format listeners also using podcasts.
• The national average for monthly podcast usage among adults is 12.7%.

Top Formats in 2017

• Country is the most heard format, with 13.2% of total listening.
  • Most heard song: "Body Like A Back Road" by Sam Hunt
• News/Talk (combined): 12.3%
• News/Talk Commercial: 8.3%
• Adult Contemporary (AC): 8.1%
• Pop Contemporary Hit Radio (CHR): 7.1%
• Classic Rock: 5.9%
• Classic Hits: 5.7%
• Hot Adult Contemporary (AC): 4.9%
• Urban Contemporary: 4.3%
• Urban Adult Contemporary (AC): 4.0%
• News/Talk Non-commercial: 3.8%
• All Sports: 3.8%
• Contemporary Christian: 3.6%
• Urban Contemporary: 3.6%
• Rhythmic CHR: 2.6%
• Mexican Regional: 2.5%
• Adult Hits + 80s Hits: 2.2%
• Alternative: 1.9%
• Album Oriented Rock (AOR) + Mainstream Rock: 1.7%
• Rhythmic CHR: 1.6%
• "Despacito" by Luis Fonsi & Daddy Yankee: Top Spanish format

Top Advertisers

• The report includes top 20 advertisers in 2017, highlighting the ad spend in PPM markets:
  • Music-based radio stations: Total spend on 946 stations
  • Spoken Word radio stations: Total spend on 162 stations

Methodologies

• Data Sources:

  • Nielsen RADAR 136 (March 2018)
  • Nielsen National Regional Database (Fall 2017)
  • Nielsen Scarborough USA+ Release 2 2017
  • Nielsen Ad Intel powered by Media Monitors (Jan 2017 - Dec 2017)
  • Nielsen Total Audience Report Q2 2017
  • Nielsen Comparable Metrics Report Q2 2017
  • Nielsen Netview census-level measurement
  • Nielsen Electronic Mobile Measurement (EMM) panel (15,750+ respondents)

• Methodology for Weekly Reach:

  • Uses extrapolation of total radio cue by market type among teens 12-17 to estimate national 6+ cue.
  • Diary market 12-17 weekly cue is 77% of PPM market 12-17 cue.
  • Diary market 6-11 weekly cue is 77% of PPM market 6-11 cue.
  • Combined national 6+ cue is 270,041,150.

• Monthly Reach Comparisons:

  • Derived from Scarborough USA+ data, comparing radio to various digital platforms.

• Format Definitions:

  • Based on definitions provided by U.S. government-licensed radio stations, their internet streams, and HD Radio services.
  • AC = Adult Contemporary + Soft Adult Contemporary
  • CHR = Contemporary Hit Radio
  • News/Talk = News/Talk/Information + Talk/Personality
  • Country = Country + New Country

Conclusion

The 2018 Audio Today Report underscores that AM/FM radio is still the dominant audio medium in the U.S., with a strong and diverse audience. It also highlights the growing influence of digital streaming and podcasts, which are becoming more integrated into the listening habits of Americans. The report provides a comprehensive overview of how different demographics engage with radio and digital platforms, offering valuable insights for advertisers and media planners.