Quick Radio Insight – Employment Drives Listeners

Recent Nielsen Analysis Shows Busy-Working People Like AM/FM Radio.

According to a recently published 2017 Nielsen Total Audience Report, AM/FM radio is an away-from-home medium with employed users who listen 2.5 hours longer than those not employed.

The audience is very consistent all year with very high reach and frequent usage at 5 out 7 days per week.

Vertical_Monthly Listening

Interestingly, more than half of all listening goes to just one station, the user’s favorite (called the “1st Preference”, of P1).  Most listening goes to the listener’s favorite station and there are many formats tailored to reach a large group with common interests.

Car Radio Graph

Not surprisingly, Americans who are employed listen to AM/FM radio more than those who don’t work.

Workforce Graph

Notice the peak hours for listeners who are employed full-time are between 7 a.m. and 8 am and 4 p.m. and 7 p.m.  (And according to the U.S. Census Bureau, the average domestic commute to work is 26 minutes.)

For advertisers, these are critical insights!

They provide details about when they can engage with an attentive audience—an audience that spends nearly 2 hours and 45 minutes with the medium and has disposable income.

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