Daily Time Spent With Radio Holding Up; Reach Story Remains Strong

There are things to be concerned about in the younger demos, but overall, Nielsen data shows radio is holding up in terms of time spent with the medium, and reach remains strong…

nielsen_logo-420x169By Paul Marszalek

Nielsen has released the Q2 2018 edition of their excellent Total Audience Report, and the report card is not all doom and gloom.

Adults 18+ still spend an average of 1:45 each day with radio. The number has dropped by one minute in each of the last four quarters. While the decline feels negligible, it has been consistent and it’s starting to add up. Further, 18-34 year-olds spend 1:23 with radio each day — 22 minutes fewer than average. Some of that, however, is due to the fact that 18-34 year-olds spend less time each day with media overall.

(click on images for a larger view)

Nielsen Q2 2018

Total media usage dropped a full half hour from a Q1 peak of 11 hours and 6 minutes per day, roughly on par with the Q3 2017 number.

In very good news for radio, the medium continues to be the top performer in terms of weekly reach, with 92% of adults 18+ using the medium weekly. Only TV + Time-shifted TV comes close at 87%. Smartphone web/app usage comes in at 78%.

Nielsen Q2 2018 Reach

Filed Under: Actual NewsFeaturedNewsRadio and Records


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