From Tom Taylor's NOW column this morning...
AM/FM radio hangs on as the second-most used media platform for adults. But watch out for the smartphone. Nielsen’s updated “Comparable Metrics Report” shows TV at 47% of “Average audience composition,” with the broadest-possible 18+ demo. Nielsen translates that figure this way – “TV accounts for 47% of the total average audience.” Radio’s next at 17%, and in fact it’s a highly consistent 17% with persons 18-34, 35-49 and 50+. But smartphones are already claiming 23% of the audience comp for 18-34s. So radio is #3 with them. (TV is way down with that demo, at 32%.) Even with persons 35-49, radio now trails smartphones, 19% to 17%.
Radio and TV are hanging in there, but barely. Remember that radio and television can be delivered via smart phone and tablet, however. And clearly that's where their effort should lie.
