According to Nielsen audience measurement data, adults 18 and older in the U.S. spend just shy of six hours (5 hours, 51 minutes) with their TV-connected devices each week. While that’s nothing to thumb your nose at, it’s dwarfed by the amount of time Americans spend with traditional radio, the proverbial patriarch of the media industry. In fact, radio commands nearly 12 hours (11 hours, 51 minutes) of our weekly media diets—that’s almost four hours more than a typical work day.
But it’s not enough to simply know how much time people spend with radio. Capitalizing on the opportunities with the original electronic mass media hinges on knowing who’s listening to what, where and when. At a broad level, the news/talk format remains the most popular genre on the radio—a designation it’s held for nearly a decade. And with the U.S. presidential election coming up next year, the appeal of news/talk will likely remain strong in 2020.
Adult Contemporary (AC) and Country are also top genres among adults, but their trajectories are heading in different directions (AC is growing; Country is declining). Among younger listeners, Pop Contemporary Hit Radio (CHR) and Urban Contemporary are most popular choices, while AC and Pop CHR are the top two genres among the 25-54 crowd.