尼尔森-2019年音频报告（英文）-2019.6-16页.pdf

AUDIO TODAY 2019HOW AMERICA LISTENSJUNE 2019Copyright 2019 The Nielsen Company(US),LLC.All Rights Reserved.2Copyright 2019 The Nielsen Company(US),LLC.All Rights Reserved.I was on a flight recently and the seat-back tray table had an advertisement glued onto it.Can you believe it?I paid$600 to look at an ad for two hours.The fact of the matter is,as consumers,our eyeballs are maxed out.There are virtually no open spaces left to bolt a video screen,or paste yet another logo.As the media landscape continues to fragment and evolve,a new trend is emerging:AUDIO-based content is hip and decidedly in fashion.Youd have to be a hermit not to know that audio,in all its various forms,is increasingly winning the attention of American consumers.Podcasting,streaming and smart speakers are all shining new light on whats being called“the other channel into the consumers mind.”Some of this appeal can be attributed to a long and sustained legacy.AM/FM radio,the original electronic media,is the load-bearing wall in audios house.Broadcast radios continued success and resiliency is due in large part to the enviable space it occupies in the automotive console.Its free,ubiquitous,and at the fingertips of virtually every consumer on the road today.Add to that solid foundation all the new delivery platforms and limitless content being offered from streaming and podcasters,and its easy to understand why the sector is growing.Voice-activated assistants are becoming commonplace,which makes access to audio content seamless and easy.Taken collectively,were entering an exciting new age for audio as media.Where consumers lead,advertisers are sure to follow.As the audio marketplace evolves,another macro trend is emerging:big billion-dollar brands are(re)awakening to audio-based advertising solutions.These advertisers know that reach matters.Its a fundamental component of successful campaigns,and a necessary ingredient when building awareness and moving product off the shelf.But,as media fragmentation continues,reaching consumers in large numbers is more challenging.In this regard,AM/FM radio notably stands out from the crowd;radio reaches more Americans each week(92%)than any other platform measured by Nielsen.Across age,gender and ethnicity,radio consistently connects with a larger number of consumers than TV,mobile or digital.That said,advertisers are also keen to realize that no one type of media can do the job alone anymore.New advanced analytics and powerful media planning tools are helping radio capitalize on its mass appeal by delivering incremental reach when used in combination with other channels.Understanding this cross-platform dynamic is more important than ever,and both buyers and sellers of media are developing an appreciation for how radio can supplement,augment,and amplify TV advertising.The combination of radio and TV make for a potent mix.272 MILLION AMERICANS 6+LISTEN TO RADIO EACH WEEKRadio specializes in boosting ad campaigns because it primarily reaches consumers during the day and away from home,when theyre on the go and closest to the point of purchase.This is a powerful advertising proposition,especially when you consider the impact of a captive audience in the car,where most of radios out-of-home listening happens.Increasing traffic and commute times arent likely to diminish anytime soon.This means radio will continue to reach a large segment of Americans when theyre on the move,offering advertisers the ability to deliver the right message to the right audience at the right time.Welcome to the 2019 Audio Today Report our snapshot of the listening landscape and the role radio plays in it.It walks you through some fundamentals about the American radio consumer which those big national brands have re-discovered in recent years,and also gives you new insights into the buying power of both the podcast audience and smart speaker owners.Enjoy.BRAD KELLY,MANAGING DIRECTORNIELSEN AUDIO3Copyright 2019 The Nielsen Company(US),LLC.All Rights Reserved.Source:Nielsen Total Audience Report Q4 2018TV=Live+DVR/Timeshifted TVTV Connected Devices=DVD,Game console,Multimedia Device,VCRWEEKLY U.S.REACH(PERCENT OF POPULATION)COMPARING WEEKLY REACHRADIO REACHES MORE AMERICANS EACH WEEK THAN ANY OTHER PLATFORM.TV87%89%93%75%92%94%91%90%RADIOSMARTPHONE81%89%71%87%ADULTS 18+P18-34P35-49P50+TABLET46%51%48%38%PC54%59%50%55%TV-CONNECTEDDEVICES52%62%40%60%4Copyright 2019 The Nielsen Company(US),LLC.All Rights Reserved.Sources:Nielsen Scarborough USA+Release 2 2018,Total(Jul 2017-Nov 2018).Nielsen Total Audience Insights,Q4 2018.Nielsen RADAR 140,March 2019(Contiguous US).Nielsen National Regional Database,Fall 2018(Alaska+Hawaii).Internet Connected Device=Video viewing on Apple TV,Roku,Google Chromecast,Amazon Fire TV,Smartphone,Computer/Laptop,etc.connected to television and app/web usage on a smart TV.See Sourcing&Methodologies page for full list of responses in each group in the top chart.RADIOLIVE+DVR TVAPP/WEB ON SMARTPHONEINTERNET ON COMPUTERAPP/WEB ON TABLETINTERNET CONNECTED DEVICEADULTS 18+244,512231,996212,582173,946135,893126,606P18-3471,29464,04066,98052,41234,26642,515P35-4959,64557,31556,56945,07537,20037,140P50+114,991110,64289,03376,46064,42746,951COMPARING MONTHLY REACHMonthly audience statistics are commonplace in todays digital media world.Nielsens Total Audience insights series allows level-ground comparisons in the monthly arena,several of which are profiled on this page.First(at top),the monthly reach of radio compared to different website/app functions,courtesy of Nielsen Scarborough.The bottom chart then details monthly reach by specific platform or media delivery vehicle.MONTHLY(000)USERS BY PLATFORMMONTHLY U.S.REACH(MILLIONS OF USERS 18+)Search Sites include Google,Yahoo,AOL,Bing and othersSocial Media Sites include Facebook,Snapchat,Instagram,Twitter and othersE-Commerce Sites include Amazon,eBay,Craigslist and othersVideo Sites include YouTube,Netflix and othersNews Sites include CNN,FOXNews,NBCNews and othersSports Sites include ESPN,MLB,NFL,PGA Tour,UFC and othersRADIOSEARCH SITES/APPSSOCIAL MEDIA SITES/APPSE-COMMERCE SITES/APPSVIDEO SITES/APPSNEWS SITES/APPSSPORTS SITES/APPS244.5M190.9M177.8M144.5M143.1M105.4M57.3M5Copyright 2019 The Nielsen Company(US),LLC.All Rights Reserved.Source:Nielsen RADAR 140,March 2019(Contiguous US)+Nielsen National Regional Database,Fall 2018(Alaska&Hawaii).Mon-Sun Mid-Mid.See Sourcing&Methodologies page for details about monthly radio estimates.How-to-read:Audience share is based on the Average Quarter-Hour(AQH)share for each format on a national basis among each demographic or ethnicity.It calculates the percent of total radio listening among each group to each format.Among Teens,18.5%of all radio use goes to the Pop CHR format.AC stands for Adult Contemporary|CHR stands for Contemporary Hit Radio|Country=Country+New Country|Adult Contemporary(AC)=Adult Contemporary+Soft Adult Contemporary News/Talk=News/Talk/Information+Talk/Personality and includes both commercial and non-commercial stationsCONSUMERS USE RADIO AT ALL AGESAs Americas top reach medium,radio offers both mass appeal and diversity when considering how many listeners across different segments of our population tune in.ADULTS 25-54MONTHLY REACH(000)123,677 99%OF POPULATIONTOP 3 FORMATS(AUDIENCE SHARE)1COUNTRY .13.1%2POP CHR .8.6%3AC .8.6%ADULTS 18-34MONTHLY REACH(000)71,294 96%OF POPULATIONTOP 3 FORMATS(AUDIENCE SHARE)1COUNTRY .15.1%2POP CHR .12.9%3AC .7.9%TEENS 12-17MONTHLY REACH(000)23,368 93%OF TEENSTOP 3 FORMATS(AUDIENCE SHARE)1POP CHR .18.5%2COUNTRY .12.7%3AC .8.6%ADULTS 18+MONTHLY REACH(000)244,512 98%OF ADULTSTOP 3 FORMATS(AUDIENCE SHARE)1COUNTRY .13.2%2NEWS/TALK .12.2%3AC .8.7%6Copyright 2019 The Nielsen Company(US),LLC.All Rights Reserved.Source:Nielsen RADAR 140,March 2019(Contiguous US)+Nielsen National Regional Database,Fall 2018(Alaska&Hawaii).Mon-Sun Mid-Mid.Monthly Cume Audience and AQH Share.See Sourcing&Methodologies page for details about monthly radio estimates.How-to-read:Audience share is based on the Average Quarter-Hour(AQH)share for each format on a national basis among each demographic and ethnicity.It calculates the percent of total radio listening among each group to each format.Among Hispanics 12+,15.9%of all radio use goes to the Mexican Regional format.AC stands for Adult Contemporary|CHR stands for Contemporary Hit Radio|Country=Country+New CountryAdult Contemporary(AC)=Adult Contemporary+Soft Adult ContemporaryNews/Talk=News/Talk/Information+Talk/Personality and includes both commercial and non-commercial stationsBLACKS 12+MONTHLY REACH(000)35,112 98%OF BLACKSTOP 3 FORMATS(AUDIENCE SHARE)1URBAN AC.28.6%2URBAN CONTEMPORARY .21.0%3RHYTHMIC CHR .6.4%ADULTS 18-49MONTHLY REACH(000)132,414 98%OF POPULATIONTOP 3 FORMATS(AUDIENCE SHARE)1COUNTRY .13.5%2POP CHR .10.6%3AC .8.4%WOMEN 18-49MONTHLY REACH(000)65,908 97%OF POPULATIONTOP 3 FORMATS(AUDIENCE SHARE)1COUNTRY .14.6%2POP CHR .12.9%3AC .10.5%MEN 18-49MONTHLY REACH(000)65,449 98%OF POPULATIONTOP 3 FORMATS(AUDIENCE SHARE)1COUNTRY .12.7%2POP CHR .8.4%3NEWS/TALK .7.8%WOMEN 25-54MONTHLY REACH(000)62,29698%OF POPULATIONTOP 3 FORMATS(AUDIENCE SHARE)1COUNTRY .14.3%2AC .11.1%3POP CHR .10.8%MEN 25-54MONTHLY REACH(000)61,46499%OF POPULATIONTOP 3 FORMATS(AUDIENCE SHARE)1COUNTRY .12.0%2NEWS/TALK .9.8%3CLASSIC ROCK .8.4%HISPANICS 12+MONTHLY REACH(000)45,61799%OF HISPANICSTOP 3 FORMATS(AUDIENCE SHARE)1MEXICAN REGIONAL .15.9%2SPANISH CONTEMPORARY+SPANISH HOT AC 10.5%3POP CHR .8.3%7Copyright 2019 The Nielsen Company(US),LLC.All Rights Reserved.RADIO USE SPANS THE BULK OF THE DAYRadio is a daily companion for consumers.It helps them start their day usually in the 6 or 7 a.m.hour,accompanies them to work,and then peaks around the end of their workday or commute home.Teenagers use radio in similar patterns at the beginning and end of the day with reduced listening during school hours.On weekends,usage is slightly different without the demands of work and school driving the daily routine.Weekend listening spikes in the middle of the day,when consumers are most likely to be out of the house.MONDAY-FRIDAYHOURLY REACH%010203040505AM6AM7AM8AM9AM10AM11AM5PM6PM7PM2PM3PM4PM8PM9PM10PM11PM12PM1PMADULTS 18+TEENS 12-17Source:Nielsen Total Audience Insights powered by the National Regional Database,Fall 2018SATURDAY-SUNDAYHOURLY REACH%010203040505AM6AM7AM8AM9AM10AM11AM5PM6PM7PM2PM3PM4PM8PM9PM10PM11PM12PM1PMADULTS 18+TEENS 12-178Copyright 2019 The Nielsen Company(US),LLC.All Rights Reserved.Radio connects with the right audience at the right moment particularly when consumers are out and about and ready to shop and buy.Most radio is consumed away from home during the day;particularly when driving to and from work or running errands.This allows advertisers to deliver their message just before the potential point of purchase.CONSUMERS USE RADIO WHEN THEYRE AWAY FROM HOME69%31%FULL WEEKWORKING WEEKDAYWEEKDAYDRIVE TIMESWEEKENDS73%27%71%29%64%36%In-HomeOut-of-HomeSource:Nielsen National Regional Database,Fall 2018,Adults 18+9Copyright 2019 The Nielsen Company(US),LLC.All Rights Reserved.Meanwhile,as commute times grow,consumers spend more time in their vehicles,where radio remains the preferred choice for listening.This gives advertisers a better chance to deliver their message to the customer while theyre on the way to shop.This is the last chance to reach the consumer before they make purchasing decisions.MOST AWAY-FROM-HOME LISTENING HAPPENS IN THE CAR%OF ALL OUT-OF-HOME LISTENING,BY LOCATIONFULL WEEKWORKING WEEKDAYWEEKDAYDRIVE TIMESWEEKENDSIn CarAt WorkOther(ex:school,someone elses house,non-car commuting)66%31%3%63%35%2%71%27%2%79%16%5%Source:Nielsen National Regional Database,Fall 2018,Adults 18+,Audio Diary markets only.10Copyright 2019 The Nielsen Company(US),LLC.All Rights Reserved.NETWORK RADIO REACHES A WIDE VARIETY OF AMERICANSNetwork programming and services are radios national currency:A large and diverse catalog of syndicated audio content,which includes everything from 24-hour music channels to sports talk and political analysis,as well as some of the biggest personalities in radio.The list of stations and affiliates that combine to represent network radio is immense,and so is its audience.Source:Nielsen Audio National Regional Database,Fall 2018,Mon-Sun 5am-12mid,Weekly Cume and Average Audience,NRRC Affiliate Lists dated August/September 2018BECAUSE THE MAJORITY OF RADIO LISTENERS ARE ALSO REACHED BY NETWORK AFFILIATES,THE NETWORK AUDIENCE CLOSELY MIRRORS THE TOTAL RADIO AUDIENCE.94%OF RADIO LISTENERS TUNE TO A NETWORK-AFFILIATED STATION EVERY WEEK5%95%PERSONS18-496%94%PERSONS25-54RADIO LISTENERS REACHED BY A NETWORK RADIO AFFILIATENOT REACHED BY A NETWORK RADIO AFFILIATECOMPOSITION OF AVERAGE AUDIENCE TO NETWORK RADIO6%94%PERSONS12+COMPOSITION OF AVERAGE AUDIENCE TO NETWORK RADIOTEENS 12-17P18-24P25-34P35-44P45-54P55-64P65+5%9%15%16%18%19%19%11Copyright 2019 The Nielsen Company(US),LLC.All Rights Reserved.PODCASTING&SMART SPEAKERSPodcasts and smart speakers are expanding the audio landscape,providing consumers more specialized content and ways to listen.Nielsen Audios PPM panel in the 48 largest radio metro markets gathers information on both podcast use and smart speaker ownership,allowing us to rank the top 10 markets for each.Additionally,Nielsen Scarborough compares the qualitative profile of these specific audio consumer segments,including their radio preferences.Source:Nielsen PPM Panel Characteristics Report,Q1 2019.Unweighted data based on panelist households that answered the questions“Do you or does anyone in your household ever download or stream podcasts?”and“Do you or does any-one in your household own a voice-enabled home assistant such as Alexa,Google Home or Amazon Echo?”PODCAST USE BY MARKET(TOP 10)%TOTAL NIELSEN PPM PANEL(6+)EVER LISTENED TO PODCASTSMART SPEAKER OWNERSHIP BY MARKET(TOP 10)%TOTAL NIELSEN PPM PANEL(6+)OWNS SMART SPEAKERAMONG ADULTS 18+PODCAST LISTENERS(PAST 30 DAYS)HOUSEHOLD OWNS SMART SPEAKERAverage Age3941Average Household Size3.13.3Average Yearly Household Income$96,500$109,500Work Full-or Part-Time80%78%Male57%55%Female43%45%White67%69%Hispanic15%15%Black(Non-Hispanic)9%9%Other(Asian,Non-Hispanic,etc.)8%7%Use Radio Weekly90%92%Use Satellite Radio Weekly16%22%Top Three Radio Formats(%Who Listen Weekly)1.Pop CHR(28%)2.AC(26%)3.News/Talk combined(24%)1.Pop CHR(31%)2.AC(27%)3.Country(24%)Source:Nielsen Scarborough USA+Release 2 2018,Current 6 mos(Jul 2017-May 2018)AC stands for Adult Contemporary and=Adult Contemporary+Soft Adult Contemporary|CHR stands for Contemporary Hit Radio|News/Talk=News/Talk/Information+Talk/Personality and includes both commercial and non-commercial stations|Country=Country+New CountryWashington,DCSeattle-TacomaSalt Lake CityPortland,ORMinneapolis-St.PaulRaleigh-DurhamAustinNashvilleMiddlesex-Somerset-UnionSan Jose46.545.544.544.443.643.342.041.841.741.1New YorkMinneapolis-St.PaulPhiladelphiaSeattle-TacomaNorf