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Nielsen Results Find Strong Radio Use Among 18-34 (RRonline Sept 23)  
 
Based on what Nielsen calls "the most representative sample ever seen by the broadcast industry," Nielsen's newly-launched radio measurement service found that 18- to 34-year-olds in the 51 markets listen to the radio 21.5 hours each week - in line with all people in every age demo over 12.  
 
The survey, conducted in March/April among 119,000 consumers representing a population of 14 million, found that 15% of the households in the sample were cell phone only (CPO) households, a figure that aligns with government estimates. This group, which Nielsen says has previously been left out of U.S. radio audience measurement, skews toward younger, tech-savvy consumers. Nielsen found that they tune in even more than 18-to 34-year-olds who were previously measured because they were "standard land line telephone only" listening to the radio 23 hours per week, with a 17.1% rating.  
 
"By measuring the listening habits of 98% of the population instead of the 65% that we have been getting, Nielsen has dispelled many of the harmful untruths that have plagued the medium among the ad buying community," said Cumulus COO Lew Dickey. "Most notable is the notion that radio has lost its hipness and relevance among younger audiences. Nielsen's data proves that this is clearly not the case and it will clearly lead to a stronger appreciation of radio over time."  
 
So sorry Radio haters....it appears the radio industry is as strong as ever. However, our system of ratings may be up for debtate.  
 
*However this is in the US  
 
 
 
 
 
Edited by StarFM Morning Mess, 2009-09-24 19:19:18