Young people are still tuning in to the radio, according to data released today by Nielsen's new radio ratings service. The service, which measures radio listening habits in 51 small and mid-level markets found that 18-34 year olds in these markets listen to the radio 21.5 hours each week, which is on par with listening by all people 12 and older in those 51 markets.
Nielsen’s sample represents 98% of the population in the 51 markets thanks to its address-based sampling (ABS), which uses randomly selected home addresses rather than telephone numbers. As a result, ABS targets cell-phone only (CPO) homes and landline homes with unlisted numbers. This CPO group, which has previously been left out of all other U.S. radio audience measurements, skews toward younger, tech-savvy consumers and accounts for 15% of households in the sample.
Other radio insights within the 51 markets measured by Nielsen include:
Download the full press release announcing new ratings and insights.