When it comes to ad-supported audio, radio continued to rule in the second quarter with all key demographics, according to Edison Research’s Q2 2024 “Share of Ear” report, as analyzed in Nielsen’s latest edition of “The Record.”
Nielsen’s review of Q2 listening trends shows radio’s share of daily time spent with ad-supported audio among persons 18+ at 67% vs. 19% for podcasts, 11% for streaming audio services, and 3% for satellite radio.
For other demos, radio still dominates ad-supported audio, at 48% for persons 18-34, 60% for 25-54, and 74% for those 35+. It’s worth noting that among 18-34s, radio’s share of time increased from 45% to 48% from Q1 to Q2, while podcasts slipped from 37% to 35%.
“Radio, the original ad-supported audio platform, consistently reaches all corners of the population,” Nielsen’s report says. “Among younger consumers, nearly half of all daily ad-supported audio time is spent with radio, while older listeners give almost three-quarters of their time to radio.”
Nielsen’s analysis of cross-market PPM average quarter-hour share of total audience for Q2 2024 by format shows news/talk ahead with 18+ and 35+, while adult contemporary dominates among 18-34 and 25-54.
How does this compare to the radio streaming universe? “The share of streaming listening by format is generally higher for News and Sports programming and certain rock-based formats including Alternative and Classic Rock,” Nielsen says. “When sorting by race in the additional data tables, the ‘spoken word’ trends generally hold up across groups, while there are other unique differences for some Spanish-Language formats among Hispanic listeners.”
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