21 dicembre 2015 | 11:42

Negli Usa la radio raggiunge più del 90% degli adulti ogni settimana (INFOGRAFICA)

La radio sta raccogliendo, a livello settimanale, la più alta penetrazione di sempre. Il Comparable Metrics Report di Nielsen, infatti, ha messo in mostra che la radio raggiunge, settimanalmente, il più alto numero di persone (fra tutte le fasce di età) con più del 90% di ascoltatori nel mondo degli adulti.

I risultati, riportati da Nielsen.com, hanno evidenziato che sono gli adulti a spendere la maggior parte del loro tempo davanti la televisione, ma la radio si posiziona subito dopo. Chiudono la classifica gli smartphone, i computer, i device connessi alla tv e i tablet.

La percentuale di persone raggiunte ogni settimana (Foto Nielsen.com)

La ricerca, inoltre, si è anche occupata di quanto spesso le persone si sintonizzano sul mezzo: l’utilizzo di radio e televisione ammonta a più di cinque giorni ogni settimana (la prima, comunque, registra il minutaggio più elevato fra tutte le fasce di età prese in considerazione).

Tenendo conto della nazionalità e dell’etnicità, gli afroamericani e gli ispanici dominano: ogni settimana, infatti, trascorrono più di tredici ore ascoltando la radio. Proprio questi ultimi sono i più appassionati, con 13 ore e 36 minuti all’attivo.

Apples to apples: radio reaches the most americans each week

Radio has been touting its high weekly penetration forever, but it often gets compared to monthly figures from digital and TV. Nielsen’s inaugural Comparable Metrics Report leveled the playing field and showed that radio has the highest weekly reach across all age groups, as more than 90% of all adults listen each week.

Results from the study showed that adults still spend the most time with TV, with radio coming in second place across almost all groups followed by smartphones, PCs, TV-connected devices and then tablets.

Not only does the comparable metrics report look at how many people tune in but also how often they tune in. Radio and TV usage amounts to more than five days each week. And, while some media have seen decreases in usage, radio has posted the most consistent minutes of usage across all ages.

So who tunes in the most? When we look at weekly usage by race and ethnicity, African-Americans and Hispanics dominate, spending more than 13 hours listening to the radio. Hispanics are the most avid listeners, tuning in for 13 hours and 36 minutes each week.

When marketers and ad planners look at their choices, TV digital and radio are typically the first three media options. According to several eMarketer reports, TV will account for 37.9% ($74 billion) of the total U.S. media ad spend in 2015, followed by digital with 31.6% ($61.7B) and radio with 8.2% ($16 billion). Nielsen’s AdIntel data affirms this finding, and in the first six months of 2015, TV ad spend exceed $39 billion.

The Comparable Metrics Report shows that the average adult spends 775 minutes in a typical week with radio. Add that to the 1,950 minutes for TV and 972 minutes for digital and you see that radio commands 20% of total time spent. However, when ad buying decisions are being made, radio only attracts 8.2% of the total U.S. media ad spending share.

Demonstrating advertising effectiveness is key to attracting more ad dollars, and radio is just getting started. In fact, a recent Nielsen sales effect study found that radio could generate up to a $17 return for a 1$ investment. As an influential voice in consumers’ purchasing decisions and the last medium they listen to before going shopping, radio can really move the needle for advertisers looking to grow their business.

The Comparable Metrics Report set out to eliminate confusion across mediums and provide clarity in the form of ‘apples to apples’ metrics. As a result of its greater weekly reach, the report reaffirms radio as a critical medium for advertisers and levels the playing field for radio to compete for a larger share of the advertising pie.