网络电台的力量

A focus on network radio October 2025 The power of (network) radio In this edition of the Audio Today report, we profile network radio and the wide-reaching lineup Today’s listeners are engaging with more audio then ever before - across broadcast andnetwork radio, podcasts and streaming. Americans spend the bulk of their daily time withad-supported audio listening to radio (64%) and podcasts (19%). This means that only 17% of As a result, network radio shines in an advertising environment; it offers less ad cluttercompared to other platforms, acts as a reach multiplier when added to cross-platform Consumers of all ages choose network-radio-affiliated stations every week: more than 90% ofall radio listeners (across all age groups and races) interact with network radio content from Network radio reaches a widevariety of Americans Network programming and services include a large and diverse catalog of syndicated audiocontent from 24-hour music channels to sports talk and political analysis, as well as some of the The list of stations and affiliates that combine to represent the network radio audience is More than 93% of radio listeners tune to a network-affiliated On the record: radio commandsthe most time spent listening American consumers spend the bulk of their daily time withad-supported audio listening to radio (64%) and podcasts (19%). Only 17% of ad-supported listening goes to streaming audio orsatellite radio. Share of Ear Share of daily time spent listening to ad-supported audio sourcesamong U.S. population, adults 18+ Nielsen modernization efforts liftradio impressions, GRPs The introduction of the PPM three-minute qualifier in January brought PPM radio measurementmore in-line with digital alternatives and offered expanded advertiser choice around dayparts, Nielsen’s Nationwide service aggregates listening from all counties in the U.S., including PPMmarkets and diary markets. Listening levels have grown across all demographics and time periods Nationwide Increases: Fall 2024 to Spring 2025 All DMAs for Adults 25-54 - all radio commercial AM/FM stations Maximizing marketing with data-driven Nielsen’s 2025 Annual Marketing Reportfound that marketers are driving increased investments indigital channels, which they see as more effective. Digital channels are taking precedence due totheir perceived measurability and direct attribution. However, ease of measurement does not always Proprietary KPIs and lower CPMs can be misleading, and a channel’s ability to claim conversioncredit doesn’t necessarily translate to real value. This bias can lead to underinvestment in traditional Nielsen’s Global Compass data provides a powerful counterpoint to marketer perceptions. Whilemarketers rank radio last in perceived effectiveness, it actually boasts some of the highest ROIglobally, just trailing social media. This suggests that marketers are missing out on a highly effectivechannel due to inaccurate perceptions. Similarly, podcasts demonstrate strong ROI, comparable Unlocking the potential of radio in In today’s complex media landscape, marketers are constantly seekingways to optimize their media strategies and understand which channelsare driving return on investment (ROI). Generally, television, digital, andsocial media receive the lion’s share of attention (and spend). Manymarketers believe that audio, including radio, is difficult to measure in Dave HohmanEVP Demand Side MediaNielsen For guidance on how best to have any media type represented, Nielsen suggests looking at thesize of the budget, the quality of the inputs and the granularity of the outlet. Example: for audio, Here are some best practices to consider for your audio channels—radio, streaming audio, and •Plan for adequate GRPs:Allocate sufficient budget to radio and other audio channels. While •Use as-run data, not planned GRPs:Many marketers rely on planned GRPs, which can differsignificantly from what is actually delivered. By using As-Run GRPs—actual media delivery—you’ll get a more accurate read of radio’s performance. Nielsen’s data consistently shows the •DMA-level delivery matters:Radio’s effectiveness can vary across different markets, so it’simportant to evaluate media delivery at the designated market area (DMA) level. Actual deliveryoften deviates from planned delivery, and understanding these variations can provide valuable •Analyze by week:Timing is everything, especially for media like radio that may have seasonalityor other timing-related nuances. Analyzing media delivery on a weekly basis—taking intoaccount sales events, weather conditions, or special promotions—can help explain spikes or Total network radio NETWORK RADIO LISTENER PROFILE Adults 25-54 NETWORK RADIO LISTENER PROFILE Adults 35-49 NETWORK RADIO LISTENER PROFILE Adults 50-64 NETWORK RADIO LISTENER PROFILE Adults 50+ Black network radiolistener profiles NETWORK RADIO LISTENER PROFILE Black adults 18-49 96% of Black radio listener