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1、JUNE2019AUDIOTODAY2019HOWAMERICALISTENSBRADKELLY,MANAGINGDIRECTORNIELSENAUDIOIwasonaflightrecentlyandtheseat-backtraytablehadanadvertisementgluedontoit.Canyoubelieveit?Ipaid$600tolookatanadfortwohours.Thefactofthematteris,asconsumers,oureyeballsaremaxedout.Therearev
2、irtuallynoopenspaceslefttoboltavideoscreen,orpasteyetanotherlogo.Asthemedialandscapecontinuestofragmentandevolve,anewtrendisemerging:AUDIO-basedcontentishipanddecidedlyinfashion.You’dhavetobeahermitnottoknowthataudio,inallitsvariousforms,isincreasinglywinningtheatten
3、tionofAmericanconsumers.Podcasting,streamingandsmartspeakersareallshiningnewlightonwhat’sbeingcalled“theotherchannelintotheconsumer’smind.”Someofthisappealcanbeattributedtoalongandsustainedlegacy.AM/FMradio,theoriginalelectronicmedia,istheload-bearingwallinaudio’shou
4、se.Broadcastradio’scontinuedsuccessandresiliencyisdueinlargeparttotheenviablespaceitoccupiesintheautomotiveconsole.It’sfree,ubiquitous,andatthefingertipsofvirtuallyeveryconsumerontheroadtoday.Addtothatsolidfoundationallthenewdeliveryplatformsandlimitlesscontentbeingo
5、fferedfromstreamingandpodcasters,andit’seasytounderstandwhythesectorisgrowing.Voice-activatedassistantsarebecomingcommonplace,whichmakesaccesstoaudiocontentseamlessandeasy.Takencollectively,we’reenteringanexcitingnewageforaudioasmedia.Whereconsumerslead,advertisersar
6、esuretofollow.Astheaudiomarketplaceevolves,anothermacrotrendisemerging:bigbillion-dollarbrandsare(re)awakeningtoaudio-basedadvertisingsolutions.Theseadvertisersknowthatreachmatters.It’safundamentalcomponentofsuccessfulcampaigns,andanecessaryingredientwhenbuildingawar
7、enessandmovingproductofftheshelf.But,asmediafragmentationcontinues,reachingconsumersinlargenumbersismorechallenging.Inthisregard,AM/FMradionotablystandsoutfromthecrowd;radioreachesmoreAmericanseachweek(92%)thananyotherplatformmeasuredbyNielsen.Acrossage,genderandethn
8、icity,radioconsistentlyconnectswithalargernumberofconsumersthanTV,mobileordigital.Thatsaid,advertisersarealsokeentorealizethatnoone
