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Sunday, December 7, 2014

Time Spent Listening Declines


On Wednesday, Nielsen published its latest report of American media consumption, called "Total Audience Report." The report says time spent listening to radio by adults 18 and over has gone from two hours and 51 minutes per day in Q3 of 2012 to two hours and 44 minutes per day in the third quarter of 2014. Looking at the monthly numbers, listening has gone from 60 hours and 42 minutes in 2013 to 58 hours and 53 minutes this year. And breaking the numbers down by week, despite a massive influx of new devices to consume content, radio was second only to traditional TV in nearly every demo.

The largest age demo listening to radio every week was 50-64, which listened for nearly 15 hours per week. That was followed by the 35-49 demo at 13 hours and 48 minutes and the 65 and over demo at just over 12 hours. The 18-24 category was 10.5 hours per week and teens came in at 7 hours and 23 minutes. 

By comparison, Nielsen says Adults 35-49 watched traditional TV for 30 hours per week, 25-35 for 23 hours per week and 50-64 nearly 40 hours per week. The 65 and over crowd are watching for over 47 hours per week. The Nielsen numbers also included watching time shifted TV, Using a Blue-Ray device, a multi-media device, using the Internet, watching video and using an app.

So Time Spent Listening has declined slightly, despite consumers having more devices than ever before to consumer all sorts of content. When compared to what's happening to the newspaper industry, one might argue radio is holding up very well. What are your thoughts? What do you believe? How strong is radio today? Leave your thoughts below.

(12/4/2014 5:22:13 AM)
If 2014 teen # is 7 hours and 23 minutes, what was same # for 2013? I ask because Nielsen published an 18+ not the usual 12+ chart which raises concerns about how steep the 12-17 drop was...

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