Nielsen Spring Radio Ratings Shows Listening Stability

July 26, 2010


New York, NY - Jul 21, 2010 - Radio consumption shows impressive year-over-year stability, according to an analysis of key listening metrics included in Nielsen's spring 2010 ratings within 51 U.S. markets. The survey measured radio listening in March and April 2010 among 115,672 consumers representing a population of 14 million.

Data for the reach, ratings, and time spent listening (TSL) in Nielsen's latest survey are consistent with the findings from one year ago. Listeners age 25 to 54 continue to thrive as the sweet spot for radio, while consumers in cell phone only (CPO) households continue to listen at a higher rate than the 12+ population. Meanwhile, listening among persons age 18 to 34 remains consistent with their counterparts age 12 and over in the 51 measured markets.

An estimated 16.3 percent of households in the spring 2010 sample are cell phone only, up 8.7 percent from 2009. The increase is in line with the 2009 first half vs. second half rise of 8 percent in CPO households nationally, according to the Centers for Disease Control. Nielsen found that ratings for listeners from CPO households are 8.5 percent higher than those of the general population age 12+ in the 51 markets, and they listen 5.4 percent longer, on average, each week.

Nielsen Spring Radio Ratings, Key Demographics 2009 vs. 2010

12+

CPO Only

18-34

25-54

2009

2010

2009

2010

2009

2010

2009

2010

Weekly Reach

90.2%

91.4%

93.2%

94.3%

91.8%

92.8%

94.2%

95.0%

Weekly Rating

15.7%

16.5%

17.1%

17.10%

15.7%

16.6%

17.7%

18.4%

Weekly TSL (hr:min)*

22:01

22:42

23:07

23:56

21:32

22:29

23:41

24:23

Source: The Nielsen Company
*TSL =time spent listening

While the amount of listening in the 51 markets showed a slight uptick over the last year, the places where people listen to the radio have remained virtually unchanged. An estimated 40 percent of radio listening among persons 12+ takes place in the car, while 34 percent takes place at home and 23 percent at work. CPO listeners skew even higher at work, with 28.5 percent tuning in on the job.

Nielsen also found that while the reach for Black and Hispanic populations is in line with the total population age 12+, ratings and TSL are noticeably higher. Black listeners age 12+ spent 21 percent more time listening to the radio each week than all persons 12+, while Hispanic listeners 12+ spent 13 percent more time on the radio each week.

Spring Radio Ratings, Black and Hispanic Listeners 2009 vs.2010

Black 12+

Hispanic 12+

2009

2010

2009

2010

Weekly Reach

89.3%

91.2%

92.1%

92.9%

Weekly Rating

18.9%

19.8%

18.3%

18.9%

Weekly TSL (hr:min)*

26:39

27:22

24:59

25:41

Source: The Nielsen Company
*TSL =time spent listening



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