THE AUDIO MEDIUM: TO RADIO AND BEYOND

THE AUDIO MEDIUM: TO RADIO AND BEYOND

THE AUDIO MEDIUM: TO RADIO AND BEYOND

Radio Rules Reach

Much as TV is now part of the larger visual media environment (and still the largest part), radio must also share people rsquo;s ears with newer audio choices, such as streaming music services and podcasts.

TV may still command the largest amount of the average daily time adults 18+ spend with all the media outlets, according to Nielsen rsquo;s Q1 2018 Total Audience Report; however, radio still rules audience reach, at 92% compared to TV rsquo;s 88%.

Weekly Reach of Users 18+, by Media Percentage, Q1 2018

Media Platforms Percent
Radio 92%
Live+time-shifted TV 88%
App/Web on smartphone 79%
Internet on a computer 60%
App/Web on a tablet 47%
Internet-connected device 35%
Game console 15%
DVD/Blu-ray device 15%

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