AM/FM radio continues to beat television among Adults 18 to 49. In Q2 2023, AM/FM radio surpassed TV’s average audience once again among 18-49s.
The trend began last year when AM/FM radio ratings passed TV ratings among the 18-49 crowd. Radio’s average 18-49 audience was 63 percent live + time-shifted TV, resulting in the landscape changing.
According to Nielsen’s Q2 2023 Total Audience Report, AM/FM radio’s (18–49) average audience is now +5 percent greater than television.
AM/FM radio reaches 81 percent of persons 18–49, compared to TV’s 61 percent. Thirty-nine percent of US adults aged 18–49 are not reached by TV. US AM/FM radio reaches 33 percent more 18- to 49-year-olds than live and time-shifted TV. Daily time spent on TV and radio is now virtually tied.
Furthermore, TV has lost a sizeable audience as reach among persons 18–49 has dropped by 28 percent, and time spent viewing has eroded by 56 percent. Radio has also taken advantage of TV losing its audience to cord-cutters.
According to the MRI Simmons January 2023 “How Americans Watch TV” report, more than half of Americans, or 51 percent, have opted out of cable TV subscriptions.
Additionally, 10 percent of Americans are “cord-tepid,” which means they have either reduced their cable TV package or are considering doing so. Only 38 percent of Americans are satisfied with their cable TV subscriptions and have no intention of making any changes.
Eduardo Razo is the Assistant Content Editor for BNM, which includes writing daily news stories on the news media industry. He can be found on Twitter @eddierazo_ or you can reach him by email at eddie1991razo@gmail.com.
