Nielsen’s latest data from their 2018 Total Audience Report reveals very good news for broadcast radio. The report shows that the amount of time Americans spend with media (including broadcast radio) continues to increase. This is mostly the result of the widespread connectivity and availability to many content platforms. Since the end of the third quarter of last year, your consumers 18 and older increased their time with media by more than a full half hour. That doesn’t sound that big but remember this is an average. Large chuck of people increased significantly more, which will lead to even larger increases in the near future.
Nielsen tells us that they are seeing increased engagement across apps and web browsing on smart-phones, tablets and a growing use of internet-connected devices. Another finding was that adults increased their time with live TV in first-quarter of 2018 by 16 minutes when compared with third-quarter 2017.
Certainly the growth in technology resulting in various audio devices has also allowed various media platforms to reach more of us each week than ever before. Here is the really good news… Radio and TV lead the pack when it comes to content platforms. Radio is king with 227 million person each week and 218 for TV followed by smart-phones with 108 million.
Radio has certainly not won the battle by any means. If fact, this competitive battle will never be over but radio can continue to win by providing great content that is well aliened with its target audience. This goes far beyond music accuracy and rests primarily with your personalities and marketing.
Brian is a 30 year radio veteran who has successfully served many companies over the years as Program Director, Operations Manger and VP of programming. After many years of success working for individual radio stations and clusters, Brian Joined one of the most trusted consulting firms in the country, Audience Development Group. For the last 15 years Wright has enjoyed building alliances with scores of stations in the US & Canada helping them grow in ratings and revenue. Contact Brian at [email protected]