Finding TV and radio's biggest fans on their home turf
Recently, Nielsen released the Audio Today report profiling the listening habits of the 243 million Americans who use radio each week. The report also included a profile of the heaviest users across four media sectors. And an interesting headline emerged: heavy radio listeners and heavy TV viewers are, for the most part, mutually exclusive. Heavy TV viewers watch nearly double the amount of TV each week as heavy radio listeners, and conversely, heavy radio listeners listen to nearly double the amount of radio each week as heavy TV viewers. Employment is the driving force behind these differences; indeed the majority of all radio usage nationwide comes from the employed audience while they are away from home.