Edison Research and Nielsen have announced a new joint effort called “The Record”, which will focus on audience trends in both the radio and digital audio spaces.
“It’s exciting to evolve our insights based on how audio consumer habits are shifting and changing, and ‘The Record’ is a big step forward because of its focus on ad-supported audio,” Nielsen Audience Insights VP Jon Miller told Inside Radio. “That’s the part that counts. And as we look towards the future of measurement, parsing out ad effectiveness is going to be even more important.”
“This partnership between Nielsen and Edison sets the record straight: a marketer’s audio strategy that excludes AM/FM engagement is simply incomplete,” Nielsen Audio Managing Director Rich Tunkel added. “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.”
The first edition of The Record showcased data from Edison Research’s latest Share of Ear report, showing that for Persons 18+, AM/FM radio still holds 67% of all time spent listening to ad-supported audio.
The data also showed that news/talk radio is the most popular radio format for Persons 18+ when over-the-air and streaming data are combined. Additionally, the format takes the same spot in the Persons 35+ category.
