Nielsen Launches “The Record” to Track Audio Listening Trends in the U.S.

Nielsen Launches “The Record” to Track Audio Listening Trends in the U.S.

Nielsen has announced the launch of a new quarterly report called “The Record,” which will provide insights into audio listening behaviors and market share of average daily usage of ad-supported audio in the U.S. The inaugural report, based on data from the first quarter of the year, reveals that consumers spent nearly 70% of their daily ad-supported audio time listening to radio, 20% listening to podcasts, and the remainder with streaming audio and satellite radio.

The data, collected from both Nielsen and Edison Research, shows that most radio listening occurs during the day while away from home, with over 80% of in-car ad-supported audio time going to radio in the first quarter of 2024. The report also highlights the leading radio formats among listeners 18+, including News/Talk, Adult Contemporary, Classic Hits, and Country.

From a streaming-only perspective, News/Talk radio stations accounted for the majority of listening among audiences 18+, followed by All Sports stations. Rich Tunkel, managing director of Nielsen Audio, emphasized the importance of these insights for advertisers, broadcasters, and podcasters to better understand and reach their intended audience.

“The audio portion of consumers’ daily media diet is significant, and these new insights will serve as an important tool for advertisers, broadcasters, and podcasters alike to better understand and ultimately reach their intended audience,” said Tunkel.

The launch of “The Record” by Nielsen marks a significant step in tracking and analyzing audio listening trends in the U.S., providing valuable information for industry professionals and stakeholders.