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1、JUNE2019AUDIOTODAY2019HOWAMERICALISTENSCopyright©2019TheNielsenCompany(US),LLC.AllRightsReserved.Iwasonaflightrecentlyandtheseat-backtraytablehadanadvertisementgluedontoit.Canyoubelieveit?Ipaid$600tolookatanadfortwohours.Thefactofthematteris,asconsumers,ou
2、reyeballsaremaxedout.Therearevirtuallynoopenspaceslefttoboltavideoscreen,orpasteyetanotherlogo.Asthemedialandscapecontinuestofragmentandevolve,anewtrendisemerging:AUDIO-basedcontentishipanddecidedlyinfashion.You’dhavetobeahermitnottoknowthataudio,inallitsv
3、ariousforms,isincreasinglywinningtheattentionofAmericanconsumers.Podcasting,streamingandsmartspeakersareallshiningnewlightonwhat’sbeingcalled“theotherchannelintotheconsumer’smind.”BRADKELLY,Someofthisappealcanbeattributedtoalongandsustainedlegacy.AM/FMradi
4、o,theMANAGINGDIRECTORoriginalelectronicmedia,istheload-bearingwallinaudio’shouse.Broadcastradio’sNIELSENAUDIOcontinuedsuccessandresiliencyisdueinlargeparttotheenviablespaceitoccupiesintheautomotiveconsole.It’sfree,ubiquitous,andatthefingertipsofvirtuallyev
5、eryconsumerontheroadtoday.Addtothatsolidfoundationallthenewdeliveryplatformsandlimitlesscontentbeingofferedfromstreamingandpodcasters,andit’seasytounderstandwhythesectorisgrowing.Voice-activatedassistantsarebecomingcommonplace,whichmakesaccesstoaudioconten
6、tseamlessandeasy.Takencollectively,we’reenteringanexcitingnewageforaudioasmedia.Whereconsumerslead,advertisersaresuretofollow.Astheaudiomarketplaceevolves,anothermacrotrendisemerging:bigbillion-dollarbrandsare(re)awakeningtoaudio-basedadvertisingsolutions.
7、Theseadvertisersknowthatreachmatters.It’safundamentalcomponentofsuccessfulcampaigns,andanecessaryingredientwhenbuildingawarenessandmovingproductofftheshelf.But,asmediafragmentationcontinues,reachingconsumersinlargenumbersismorechallenging.Inthisregard,AM/F
8、Mradionotablystandsoutfromthecrowd;radioreachesmoreAmericanseachweek(92%)thananyotherplatformmeasuredbyNielsen.Acrossage,genderandethnicity,radioconsistentlyconnectswithalargernumberofconsumersthanTV,mobileor
