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In Historic First, Radio Beats Television Among 18–49-Year-Olds.




by InsideRadio.com, March 14, 2023


“We are seeing media history being made right before our very eyes,” says Cumulus Media Chief Insights Officer Pierre Bouvard. He has dug into the latest Nielsen Total Audience Report that tracks media consumption across all media and it reveals that for the first time ever, AM/FM radio has surpassed television in the key 18-49 advertising demographic. According to Nielsen, broadcast radio had a three percent greater average audience than TV during the third quarter of 2022.




(...) Beyond the milestone, the pace of the change is also remarkable. In 2018, AM/FM radio’s 18-49 average audience was 63% the size of live and time-shifted TV. But the latest Nielsen report shows AM/FM radio now reaches 41% more persons 18-49 than live and time-shifted television. Nielsen says broadcast radio reached 83% of 18-49 year olds each week during the third quarter compared to a 59% reach for broadcast TV.


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