#LISTENING RADIO INTERNATIONAL DE ESPANA TV#

When compared to Nielsen data for roughly the same time period, people in every age group underreported radio reach by between 25 and 43 percentage points, with younger listeners underreporting more than older listeners. To highlight the tendency to underreport radio listening, consider an August 2018 Deloitte survey that asked people of various ages if they ever listened to radio (any AM/FM radio broadcast, online versions of broadcasts, or satellite radio). In the back seat of a car pool, in a restaurant, or even in our own homes, radio is unobtrusive but often present, and we consistently report listening to radio less-much less-than passive technological measurement systems say we do (figure 2). However, human beings are less accurate at measuring and recalling their radio habits. According to Nielsen data, more than 95 percent of adult Americans heard an AM/FM radio program at least once in June 2017. While not perfect, it is considered highly accurate. This form of measurement is the gold standard, and it is used as the currency for radio ads and ratings. The PPM device picks up an inaudible audio signal embedded in AM/FM radio programs. Each year, about 400,000 Americans participate in the measurement program. In smaller markets, a diary system is used. In 48 major markets, the measurement is done passively through a wearable device called a Personal People Meter (PPM). In the United States, AM/FM radio listening activity is measured by Nielsen. 3 But the measured reality is that radio is still alive and well. When asked to self-report their radio listening habits, humans tend to underestimate it, believing we listen to less than we actually do (see sidebar, “Radio is underreported, but resilient”). How do we know this? Radio listening measurement technology varies by country, but in many markets, the data is collected using passive technology devices worn by consumers that pick up radio programs via an undetectable (to humans) embedded audio signal. It is not pushy or prominent … but it is there. Radio is the voice whispering in our ear, in the background of dinner, in an office, or while driving the car. “That can’t be right … nobody listens to radio anymore.” But radio has commonly been underestimated. Many readers may scoff at these robust predictions for radio.

#LISTENING RADIO INTERNATIONAL DE ESPANA TV#

At current rates of decline, in fact, American 18–34-year-olds will likely spend more time listening to radio than watching traditional TV by 2025! In contrast, TV viewing among 18–34-year-olds in the United States is falling at three times the rate of radio listening (figure 1). In the United States, for example, we expect that more than 90 percent of 18–34-year-olds will listen to radio at least weekly in 2019, and they will listen to radio for an average of more than 80 minutes a day. Finally, Deloitte Global predicts that, unlike some other forms of traditional media, radio will continue to perform relatively well with younger demographics. 2 Deloitte Global predicts that adults globally will listen to an average of 90 minutes of radio a day, about the same amount as in the prior year. Combined, nearly 3 billion people worldwide will listen to radio weekly. Further, Deloitte Global predicts that radio’s weekly reach will remain nearly ubiquitous, with over 85 percent of the adult population listening to radio at least weekly in the developed world (the same proportion as in 2018), and reach will vary in the developing world. Do people really still listen to radio? They sure do-even young people-and advertisers would do well to take notice of them.ĭeloitte Global predicts that global radio revenue 1 will reach US$40 billion in 2019, a 1 percent increase over 2018.

Listening radio international de espana