With 93% of US adults listening to radio on a weekly basis, radio is the leading reach platform, reminds Nielsen in a recent report. So when and where do different demographic groups tune in, and which formats are their favorites? The study analyzes consumption trends among various generations, also looking at Hispanic and African-American engagement.
Among the generations, Millennials represent the largest generation of radio listeners in terms of sheer size, with 66.5 million tuning in each week, according to Nielsen’s study. Radio’s reach is highest among Gen Xers (95%), though, while Boomers spend the most time each week with radio, at more than 15 hours. Read the rest at MarketingCharts.com.