Nielsen's Q4 report reveals that radio captures 67% of daily listening time to ad-supported audio by U.S. adults aged 18 and older, leaving podcasts with only 18%. The report provides a breakdown of radio formats, illustrating how different age groups engage with audio content. Notably, News/Talk is the most popular radio category among both younger (18+) and older (35+) listeners. Nielsen advises brands to adapt their audio advertising strategies to better reach these various demographics, recognizing the substantial role of traditional formats in the audio landscape.
Radio continues to dominate, capturing 67% of daily time spent listening to ad-supported audio, while podcasts hold only 18%, highlighting the strong preference for traditional formats among listeners.
The audiences for radio differ significantly across age demographics, with News/Talk formats particularly strong among both younger (18+) and older (35+) listeners, emphasizing targeted advertising opportunities.
Nielsen emphasizes the importance of audio in media planning, urging brands to tailor their approaches based on the unique listening habits of different age groups and preferences.
As highlighted in the Q4 report, brands must adapt their advertising strategies to align with listener demographics, capitalizing on the dominance of radio in audio consumption.
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