NEW NIELSEN REPORT SHOWS AUDIENCE REACH FOR RADIO NETWORKS

This week Nielsen released a radio ratings report that folks in noncommercial media probably won’t hear about.  This report tabulates listening to commercials.  The report is called RADAR – Radio All Dimension Audience Report.  What a name – I’ll take the 5^th Dimension!

The report – December 2014 RADAR Radio Network Ratings – says that more than 177 million Americans (66.6%) 12+ heard a network radio commercial during an average week.  Keep in mind “network commercial” is not total listening. Here are the topline results:

DEMOGRAPHIC	HEARD NETWORK RADIO COMMERCIAL
Persons 12+	66.6%
Persons 18-49	69.5%
Persons 25-54	70.3%
African Americans 12+	73.8%
Hispanics 12+	61.5%

Ken’s Analysis:

The reach of network radio shown in this report seems surprisingly small to me.  I am going to get the report because I want to see how individual networks perform.  Stay tuned.  Also, I wonder how network underwriting credits on NPR would compare to the commercial networks.