To: Spekulatius who wrote (35464 ) 9/27/2009 2:26:25 PM From: Rawnoc Read Replies (1) | Respond to of 78751 New Nielsen Ratings Show Strong Radio Usage September 23, 2009 Nielsen's newly-launched radio measurement service found that 18 to 34-year-olds in the 51 markets covered by the service listen to the radio 21.5 hours each week – in line with all people age 12 and older, the company said. The findings were among the first data delivered to clients since Nielsen announced last year that it would begin to measure radio. The survey was conducted in March and April among 119,000 consumers representing a population of 14 million. Nielsen utilizes address-based sampling (ABS), which uses randomly selected home addresses rather than telephone numbers. As a result, ABS is able to target cell phone only (CPO) homes and landline homes with unlisted numbers. The company reported that 15 percent of the households in the sample are CPO, which skew toward younger, tech-savvy consumers. Nielsen found that they tune in even more than 18 to 34-year-olds, listening to the radio 23 hours per week. "By measuring the listening habits of 98 percent of the population instead of the 65 percent that we have been getting, Nielsen has dispelled many of the harmful untruths that have plagued our medium among the ad buying community," stated Cumulus Radio COO Lew Dickey. "Most notable is the notion that radio has lost its hipness and relevance among younger audiences. Nielsen’s data proves that this is clearly not the case and it will clearly lead to a stronger appreciation of radio over time." "Nielsen is committed to setting a new quality standard in radio ratings," said Lorraine Hadfield, Nielsen’s managing director of global radio measurement. "We have collaborated with our clients every step of the way to develop a better, more accurate approach to radio measurement and we are proud of the data that we are sharing with the marketplace." Nielsen’s ABS also showed that the 12+ listener on average tunes to 2.5 stations each week. CPO listeners 12+ listen to 2.8 stations per week. Persons 12+ have a total Average Quarter Hour (AQH) rating of 15.7 and listen for 21 hours and 57 minutes per week. Also, African-Americans and Hispanics in the 51 markets measured tune in more than the average population at 26.5 hours and 25 hours per week, respectively. Radio listeners age 18 to 34, which account for 27 percent of the measured population, have a total AQH rating of 15.6 percent, which is in line with the entire market, Nielsen says.