Powered by Nielsen and Edison Research, audio listening trends will help advertisers, broadcasters and podcasters engage the right audiences.
NEW YORK – April 30, 2024 – Nielsen, a global leader in audience measurement, data and analytics, today announced the launch of The Record, a quarterly insight into audio listening behaviors and share of average daily usage of ad-supported audio in the U.S. According to the inaugural report with data from Q1 2024, consumers spent nearly 70% of their daily ad-supported audio time listening to radio, 20% listening to podcasts, and the remainder with streaming audio (music services) and satellite radio (select channels).
Per The Record, which is powered by data from both Nielsen and Edison Research, most radio listening occurs during the day while away from home, with more than 80% of in-car ad-supported audio time going to radio in Q1 2024. Across both over-the-air and streaming radio, the leading radio formats among listeners 18+ during the same period were News/Talk* (10.8%), Adult Contemporary (8.6%), and Classic Hits and Country (5.9% each). From a streaming-only perspective, News/Talk* radio stations accounted for 21.7% of listening among audiences 18+, followed by All Sports stations at 8.6% of all streaming station listening
“We’re excited to introduce The Record, which utilizes powerful data insights from Nielsen and Edison Research to provide the industry with a unique, multi-lens look at how U.S. audiences are listening to ad-supported audio,” said Rich Tunkel, Managing Director, Nielsen Audio. “The audio portion of consumers’ daily media diet is significant, and these new insights will serve as an important tool for advertisers, broadcasters and podcasters alike to better understand and ultimately reach their intended audience.”
*The News/Talk radio format includes commercial and non-commercial stations.
About Nielsen
Nielsen shapes the world’s media and content as a global leader in audience measurement, data and analytics. Through our understanding of people and their behaviors across all channels and platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their audiences—now and into the future. Nielsen operates around the world in more than 55 countries. Learn more at www.nielsen.com and connect with us on social media (Twitter, LinkedIn, Facebook and Instagram).
About Edison Research
Edison Research conducts survey research and provides strategic information to a broad array of clients worldwide, having conducted research in 66 countries. Edison Research’s The Infinite Dial® series has been the survey of record for digital audio, social media, podcasting, smart speakers, and other media-related technologies since 1998. The company’s Share of Ear® survey is the only single-source measure of all audio in the U.S. Edison Research is the leading podcast research company in the world, producing the only survey-based data on podcast listening in the U.S, Edison Podcast Metrics, and has conducted research for many companies in the space. Since 2004, Edison Research has been the provider of election data, race projections and analysis to the National Election Pool (ABC News, CBS News, CNN, NBC News) for every presidential primary and general election.
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