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State of the Media: Audio Today 2017 How America Listens

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State of the Media: Audio Today 2017 How America Listens JUNE 2017 STATE OF THE MEDIA: AUDIO TODAY 2017 HOW AMERICA LISTENS Copyright © 2017 The Nielsen Company WELCOME Let’s give credit where it’s due. Radio is remarkably resilient. When Nielsen entered the Audio measurement space, for the first time radio Brad Kelly, was stacked up against the competition -- and the results surprised a few Managing director people. Despite the countless media and entertainment options available Nielsen audio today, AM/FM radio continues to be the top weekly reach medium. 271 MILLION AMERICANS 6+ LISTEN TO RADIO EACH WEEK* Marketers and Brand Managers are rediscovering radio. It is a mass medium that can deliver targetability and message frequency in markets large and small. And as the audio pie continues to grow (Americans are carving out more and more time each day to listen), radio consumers tune in when and where it counts. Listening outside the home and, specifically, in the car is a huge part of the radio ecosystem. This gives advertisers the opportunity to uniquely deliver their message just prior to purchase. Not to be outdone by digital, radio is an active participant in the digital arena. Delivery platforms like AM/FM streaming audio, HD radio, and NextRadio are creating new user experiences. And the radio data is feeding seamlessly into Programmatic Solutions and the Marketing Cloud. Accountability is more than a buzz word. Advertisers increasingly insist on it and radio delivers. Nielsen provides the independent measurement, and our Audio data is now powering high caliber analytics in variety of new ways. Marketing Mix Modeling, Return on Ad Spend, cross-media Incremental Reach, the list goes on. Tools that go beyond traditional audience metrics that are helping advertisers do more than just quantify their CPMs. New analytics that are enabling a much keener understanding of HOW and WHY radio advertising works. Welcome to the 2017 Audio Today Report, our snapshot of the listening landscape today viewed through many different lenses – reach and audience growth, network radio, podcasting, localism and much more. BRAD *The combined weekly cume persons (270,683,801) is a combination of RADAR 132, March 2017, national 12+ cume (249,841,000) and PPM markets Q4 2016 persons 6-11 cume (11,774,500) and Diary markets projected 6-11 cume (9,068,301). All data sourced to M-SU MID-MID. 2 RADIO REACHES MORE AMERICANS EACH WEEK THAN ANY OTHER PLATFORM WEEKLY REACH (% OF POPULATION) RADIO 93% 92% 95% 92% TV 89% 79% 91% 94% SMARTPHONE 83% 91% 96% 70% PC 50% 44% 59% 49% TV CONNECTED DEVICES 44% 54% 54% 33% TABLET ADULTS 37% P 18-34 35% 57% P 35-49 28% P 50+ Source: Nielsen Comparable Metrics Report Q4 2016. Adults = P18+. TV Connected Devices = DVD, Game Console, Multimedia Device, VCR Copyright © 2017 The Nielsen Company 3 THE RADIO AUDIENCE IN AMERICA CONTINUES TO GROW WEEKLY CONSUMERS REACHED MARCH 2017 67,806,000 125,427,000 117,873,000 P18-34 P18-49 P25-54 MARCH 2016 67,159,000 124,678,000 117,211,000 P18-34 P18-49 P25-54 MARCH 2015 67,119,000 124,827,000 117,402,000 P18-34 P18-49 P25-54 Source: Nielsen RADAR 124, 128, 132. Mon-Sun Mid-Mid, Weekly Cume Audience 4 RADIO’S AUDIENCE GROWTH IS DIVERSE, TOO MARCH 2017 42,444,000 32,357,000 175,040,000 HISPANIC 12+ BLACK 12+ OTHER* 12+ MARCH 2016 41,120,000 31,652,000 173,934,000 HISPANIC 12+ BLACK 12+ OTHER* 12+ MARCH 2015 40,351,000 31,315,000 173,388,000 HISPANIC 12+ BLACK 12+ OTHER* 12+ Source: Nielsen RADAR 124, 128, 132. Mon-Sun Mid-Mid. Weekly Cume Audience *Nielsen Audio defines ‘Other’ as all respondents who are not Black or Hispanic. Asian Americans are included, but cannot be separated from the total audience at this time. Copyright © 2017 The Nielsen Company 5 NETWORK RADIO REACHES A WIDE VARIETY OF AMERICANS Network programming and services are radio’s 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 the Network Radio audience is immense, and so is the audience… MORE THAN 95% OF RADIO LISTENERS TUNE TO A NETWORK-AFFILIATED STATION EVERY WEEK 5% 4% 5% PERSONS PERSONS PERSONS 12+ 18-49 25-54 95% 96% 95% RADIO LISTENERS REACHED BY A NETWORK RADIO AFFILIATE NOT REACHED BY A NETWORK RADIO AFFILIATE Source: Nielsen National Regional Database, Spring 2016, M-SU 5AM-MID 9,021 AM/FM and HD/Streaming stations that carry programming supplied by the Network Radio Research Council member companies 19% 19% 18% 18% 18% 15% 15% 16% 16% 16% 10% 9% 5% 5% TEENS PERS PERS PERS PERS PERS PERS 12-17 18-24 25-34 35-44 45-54 55-64 65+ NETWORK RADIO AFFILIATES ALL RADIO 6 STREAMING AUDIO BY DEVICE: SMARTPHONES DRIVE USAGE 19,640,456 19,149,964 19,773,977 23,050,180 21,463,195 18,403,158 22,460,128 22,025,826 21,860,979 23,406,846 23,345,727 23,406,636 19,640,456 19,149,964 19,773,977 23,050,180 21,463,195 18,403,158 22,460,128 22,025,826 21,860,979 23,406,846 23,345,727 23,406,636 JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC JAN 19,640,456 FEB 19,149,964 MAR 19,773,977 APR 23,050,180 MAY 21,463,195 JUN 18,403,158 JU 22,460,128 L AUG 22,025,826 SEP 21,860,979 OCT 23,406,846 NOV 23,345,727 DEC 23,406,636 PC JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC 29,103,858 31,140,548 32,288,662 34,437,225 35,493,663 36,546,327 36,388,958 33,130,204 36,772,614 33,415,671 29,046,573 30,398,351 29,103,858 31,140,548 32,288,662 34,437,225 35,493,663 36,546,327 36,388,958 33,130,204 36,772,614 33,415,671 29,046,573 30,398,351 JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC 29,103,858 31,140,548 32,288,662 34,437,225 35,493,663 36,546,327 36,388,958 33,130,204 36,772,614 33,415,671 29,046,573 30,398,351 TABLET JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC SMARTPHONE 80,913,159 84,932,551 88,342,653 88,471,216 96,170,335 97,751,821 102,260,139 100,971,124 102,270,441 102,858,859 103,780,266 104,141,253 JAN 80,913,159 FEB 84,932,551 MAR 88,342,653 APR 88,471,216 MAY 96,170,335 JUN 97,751,821 JUL 102,260,139 AUG 100,971,124 SEP 102,270,441 OCT 102,858,859 NOV 103,780,266 DEC 104,141,253 FROM JANUARYJAN FEB TO DECEMBERMAR APR M A2016,Y JUN 23 JUMILLIONL AUG MORESEP OC PEOPLET NOV DEC LISTENED 80,913,159 TO 84,932,551 STREAMING 88,342,653 88,471,216 AUDIO 96,170,335 97,751,821 ON 102,260,139 A SMARTPHONE 100,971,124 102,270,441 102,858,859 103,780,266 104,141,253 JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC Source: Nielsen Electronic Mobile Measurement Panel Jan 2016 – Dec 2016, Average Audience of Persons 18+ Copyright © 2017 The Nielsen Company 7 PODCASTING ATTRACTS A YOUNG, EDUCATED & AFFLUENT AUDIENCE BASED ON PERSONS 18+ PODCAST LISTENERS % MORE LIKELY COLLEGE DEGREE 45% 28.2% SOME POST GRAD. 56% 21.2% POST GRADUATE 68% 18.1% 16.1% HHI $75,000+ 32% 10.6% HHI $100,000+ 37% 5.8% HHI $250,000+ 45% P 18-24 P 25-34 P 35-44 P 45-54 P 55-64 P 65+ WHITE COLLAR 41% MANAGEMENT 51% PROFESSIONAL 60% MORE EDUCATED HIGHER INCOME CAREER-MINDED Source: Scarborough USA+ Release 2 2016, P18+, Ways used Internet/apps in past 30 days on any device: Podcasts (watch, listen, or download) 48% COMEDY PODCASTS ARE THE MOST 40% 38% POPULAR GENRE 27% 22% 18% 16% 16% COMEDY EDUCATIONAL NEWS SPORTS POLITICS GAMING TECH SCI-FI Source: Nielsen Entertainment Fanlinks, 2016 (Podcast fans answered between 2-7 on a 7 point avidity scale) 8 AMERICA’S TOP FORMATS IN 2016 RANKED BY SHARE OF TOTAL LISTENING (%) INCLUDING THE MOST HEARD SONG IN 2016 AS CAPTURED BY NIELSEN BDSRADIO COUNTRY* NEWS/TALK** 13.6 “SOMEWHERE ON A BEACH” BY DIERKS BENTLEY 11.1 POP CONTEMPORARY HIT RADIO (CHR) ADULT CONTEMPORARY (AC)*** “DON’T LET ME DOWN” BY CHAINSMOKERS “HELLO” BY ADELE 7.9 FEAT. DAYA 7.8 CLASSIC ROCK CLASSIC HITS 6.0 “SWEET EMOTION” BY AEROSMITH 5.9 “DON’T STOP BELIEVIN’” BY JOURNEY HOT ADULT CONTEMPORARY (AC) URBAN ADULT CONTEMPORARY (AC) “CAN’T STOP THE FEELING!” BY “LAKE BY THE OCEAN” BY MAXWELL 5.5 JUSTIN TIMBERLAKE 4.2 CONTEMPORARY CHRISTIAN ALL SPORTS 3.7 “TRUST IN YOU” BY LAUREN DAIGLE 3.6 Copyright © 2017 The Nielsen Company 9 URBAN CONTEMPORARY RHYTHMIC CONTEMPORARY HIT RADIO (CHR) 3.6 “NEEDED ME” BY RIHANNA 2.7 “ONE DANCE” BY DRAKE FEAT. WIZKID & KYLA MEXICAN REGIONAL “SOLO CON VERTE” BY BANDA SINALOENSE ACTIVE ROCK 2.6 MS DE SERGIO LIZARRAGA 2.0 ADULT HITS + 80S HITS ALTERNATIVE “DON’T YOU (FORGET ABOUT ME)” “FIRST” BY COLD WAR KIDS 2.0 1.9 BY SIMPLE MINDS ALBUM ORIENTED ROCK (AOR) + MAINSTREAM ROCK CLASSICAL 1.8 “THE SOUND OF SILENCE” BY DISTURBED 1.5 SPANISH CONTEMPORARY + SPANISH HOT AC “DUELE EL CORAZON” BY ALL NEWS 1.4 ENRIQUE IGLESIAS FEAT.
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