Is radio right for your brand?

The Nielsen Company released a report, How U.S. Adults Use Radio & Other Forms of Audio: an Observational Study.

The researchers discovered

• More than 90% of all adults are exposed to some form of audio media on a daily basis, on average 165 minutes per day.
• Broadcast radio dominates other forms of radio in terms of reach and daily minutes used.
– Highest reach and usage levels at home, work & car
– A high percentage of those who use other sources of audio, such as portable audio (e.g., iPods), also have high exposure to broadcast radio.
• Portable Audio Devices (e.g., iPods) reach just under 12% of the total sample in this study, increasing to 20% among 18-34 year olds.
• Among key “advertising-based” media platforms — including television, Internet (excluding email), newspapers, and magazines, broadcast radio (18%)  is second only to live television (67%) in terms of daily reach and minutes of use.

How-US-Adults-Use-Radio-and-Other-Forms-of Audio-an-Observational-Study-2009

About Mary Fletcher Jones

Mary Fletcher Jones is a mom, teacher, and blogger. Her blogs include Autumn in Virginia, Cool Yule Blog, and You Can't Make This Stuff Up, among others. She is also the creator of "Living Well With Autism," an online resource for caregivers of children, teens, and adults with autism and related special needs.

Posted on February 25, 2010, in Advertising Tips and tagged , . Bookmark the permalink. Leave a comment.


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