Nielsen the ratings research powerhouse released a media study showing radio as the dominant audio device. (The inside skinny: Nielsen has recently picked
up numerous broadcast radio groups as clients in the wake of a mass exodus from costly legacy radio ratings and research provider Arbitron. Guess it doesn’t hurt spend some coin for a study that supports the business of your new clients.)

Radio Dominant Audio Device

by Jack Loechner,

According to a Nielsen analysis of a media study conducted by the Council for Research Excellence, 77% of adults are reached by broadcast radio on a daily basis, second only to television at 95%. The study found that Web/Internet (excluding email) reached 64%, newspaper 35%, and magazines 27%. And, in a deeper analysis of audio media titled “How U.S. Adults Use Radio and Other Forms of Audio,” Nielsen found that:

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