the power of broadcast media in michigan - …...57% of all media time spent goes to tv and radio...

1Copyright © 2018 The Nielsen Company

THE POWER OF

BROADCAST MEDIA

IN MICHIGAN - 2019

Michigan Association of Broadcasters

Presented by:

Arica McKinnon

VP, Media Analytics

[email protected]

mailto:[email protected]

THE POWER OF BROADCAST

MEDIA IN MICHIGAN

• TV AND RADIO PLAY A

MAJOR ROLE IN OUR LIVES

• BENEFITS OF BROADCAST

OVER OTHER MEDIA

• POLITICAL ADVERTISING

WINS WITH TV AND RADIO

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98% USE BROADCAST TV & RADIO EACH WEEK

7,594,478 OUT OF 7,781,521 ADULTS IN THE STATE OF MICHIGAN

Source: Nielsen Scarborough R2 2018, State of Michigan, P18+

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PEOPLE USE RADIO NEARLY EVERY DAY

AVG HOURS PER WEEK WITH USAGE (AMONG USERS) IN MICHIGAN

ADULTS 25-54

LISTEN

ADULTS 55+

LISTEN

HOURS

PER

WEEK

• Source: Nielsen Fall 2018 NRD State of Michigan / M-Su 6a-6a / Daily Cume X7 Divided by WeeklyCume 5

ADULTS 18-34

LISTEN10:00

12:15

13:15

HOURS

PER

WEEK

HOURS

PER

WEEK

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4:32 1:47

0:07

0:18

2:56Q4 2018

LIVE TV

DVD/BLU RAY

INTERNET ON A PC

TIME-SHIFTED

GAME CONSOLE

APP/WEB ON A SMARTPHONE

AM/FM RADIO

MULTIMEDIA DEVICE

APP/WEB ON A TABLET

TIME SPENT PER DAY WITH MEDIA IN MICHIGAN

BASED ON MICHIGAN ADULTS 18+

Source: Live TV, Timeshifted TV, 1/31/2019 – 2/27/2019 via Nielsen NPOWER for the State of

Michigan, Nielsen Fall 2018 NRD State of Michigan (M-Su 6a-6a Weekly TSL divided by 7 days)

Q4 ‘18 Total Audience Report Multimedia Device = Apple TV, Roku, Chromecast, etc., Smartphone & Tablet use only includes app/web activity, DVD, Game Console, Multimedia

Devices, PC, Smartphone and Tablet

7 HOURS ARE SPENT

WITH RADIO & TV EACH DAY

0:41

0:33

0:32 0:50

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IT’S CALLED “MASS MEDIA” FOR A REASON

The average person in Michigan consumes 85 hours of content each week

across TV, radio and online. 49 hours are spent with TV and Radio each week.

36.5 12.0

HRS HRSLive+7 AM/FM

TV Radio

3.7

HRSInternet

on a PC*

0.9

HRSDVD/

Blu Ray

2.1

HRSGame

Console

3.9

HRSMultimedia

Device

5.8

HRSApp/Web

Tablet*

20.5

HRSApp/Web

Smartphone*

57% OF ALL MEDIA TIME SPENT GOES TO TV AND RADIO

Source: Live TV, Timeshifted TV, DVD, Game Consoles, Multimedia Devices 1/31/2019 – 2/27/2019 via Nielsen NPOWER for the State of

Michigan Nielsen Fall 2018 NRD State of Michigan / M-Su 6a-6a WeeklyTSL

Q4 ‘18 Total Audience Report *PC, Smartphone and Tablet are national averages Multimedia Device = Apple TV, Roku, Chromecast, etc.,

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WOMEN AND MEN SPEND MULTIPLE HOURS WITH

TV AND RADIO EACH WEEK

WEEKLY TIME SPENT (HH:MM) BY GENDER IN MICHIGAN

WOMEN MEN DEMO WOMEN MEN

39:48 33:02 18+ 11:30 13:45

18:36 11:30 18-34 9:15 10:30

25:49 19:18 18-49 10:15 12:15

30:55 24:55 25-54 11:15 13:45

40:11 35:41 35-64 12:45 15:45

55:20 50:16 55+ 12:30 15:00

Source: Nielsen NPower, Feb'19 Live +7 viewing by demo in Michigan (M-Su 6a-6a)

Nielsen Fall 2018 NRD, State of Michigan, Mon-Sun 6a-6a, Weekly Time Spent Listening

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53%

49%

50% 50%

49%

49%

48%

47%

46%

47%

50%

55% 6

1% 63%

64%

64%

64%

64%

64%

64%

65%

66%

67%

58%

38%

44%

41%

38%

38%

37%

38%

36%

37%

36%

32%

27% 18%

12%

9% 7% 7%

6%

6%

7%

8%

9%

12%

27%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

6A 7A 8A 9A 10A11A12P 1P 2P 3P 4P 5P 6P 7P 8P 9P 10P 11P12A 1A 2A 3A 4A 5A

WEEKDAY (M-F) MICHIGAN MEDIA USAGE: P18+

TV Source: Nielsen NPower for State of Michigan, M-F Average Audience for P18+ / Multimedia Device = Apple TV, Roku, Chromecast, etc.,

Audio Source: Nielsen Fall 2018 NRD for State of Michigan M-F AQH persons 18+

Radio Live TV DVR Game Console Multimedia Device DVD/Blu-Ray

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MILLENNIALS MAKE UP THE LARGEST GROUP OF

RADIO USERS IN MICHIGAN

12Source: Nielsen Fall NRD 2018, State of Michigan, Mon-Sun 6a-6a, Weekly CumeAudience

ADULTS 18-34 ADULTS 35-49 ADULTS 50-64

1,926,500use radio each week



Source: Nielsen Fall 2018 NRD State of Michigan, Adults 18-64, M-Su 6a-12M, Employed = F/T + P/T Employed

76% OF MICHIGAN RADIO LISTENERS

ARE IN THE WORK-FORCE

FULL TIME EMPLOYED LISTEN

1.75 HOURS LONGER PER

WEEK THAN THE NOT EMPLOYED

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MEDIA IN MICHIGAN




OVER OTHER MEDIA



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IN THE AUDIO LANDSCAPE, ONLY AM/FM RADIO

CAN DELIVER THE SCALE ADVERTISERS NEED

Percentage of users in Michigan during a given week by demo group

AM/FM Radio Pandora Spotify Satellite

85% 90% 90%

41%38%

30%29%

18%

10%11%

18%20%

P18-34 P25-54 P35-64

Source: Nielsen Fall 2018 NRD, State of Michigan, Mon-Sun 6a-6a, Weekly Cume Audience, Avg. Weekly Cume % for all radio

stations Nielsen Scarborough USA+ R2 2018, Used Pandora/Spotify/Satellite in past week, State of Michigan,P18+

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SOCIAL MEDIA IS GREAT

Time spent with social media is rising, but advertising has little impact

Source: Nielsen Scarborough USA+ R2 2018, State of Michigan,P18+

2018

Average daily time spent

among social media users

(hh:mm)6.9% OF MICHIGAN HAS CLICKED ON AN AD ON SOCIAL MEDIA

Social networking activities you did in the past 30 days MICHIGAN

Visit a friend's profile/page 27.6%

Comment on a friend's post 25.2%

Sent a message or e-mail 24.2%

Post picture(s) 23.9%

Posted that you "Like" something 22.5%

Watched a video 21.2%

Update your status 15.2%

Update your profile 10.6%

Play a game 10.2%

Follow or become a "fan of" something or someone 9.5%

Use IM 9.2%

Post video(s) 8.9%

Clicked on an advertisement 6.9%

Post a website link 6.9%

Posted your current location 6.3%

Invited people to an event 4.7%

1:41

2017 1:36

1:242016

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NEWSPAPER READERSHIP CONTINUES TO

SHRINK ACROSS LARGE & SMALL MARKETS

WEEKLY REACH% OF 18+ POPULATION

Source: Nielsen Scarborough USA+ R2 2018, P18+, Any Daily or Sunday Printed Edition 7-Day Readership, P18+, County Size A, B and C+D

44.6%46.0%

43.0%42.0%43.1%

39.0%39.0% 39.1%36.9%36.3% 36.8%

34.5%33.3% 33.3%

31.5%

URBAN SUBURBAN RURAL

2014 2015 2016 2017 2018

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AM/FM RADIO COMMANDS IN-CAR LISTENING

Radio continues to be the #1 source of entertainment when people are

driving or riding in an automobile

8%

19%

22%

40%

56%

IN DASH Application

Satellite

CD

Connected Device

AM/FM RADIO

HOW WE TYPICALLY LISTEN TO MUSIC IN THECAR

Source: 2019 Nielsen Music 360 Study Base: Listens to music while in a car (2975)

Thinking about the past 12 months, how do you typically listen to music while in a car?Note: Multiple answers accepted

6,108,200 (or 71%)USE RADIO AWAY FROM

HOME DURING

COMMUTING HOURS

Source: Nielsen Fall 2018 NRD, State of Michigan, Weekly Cume, Mon-Sun 6a-10a + 3p-7p, Out of Home, Persons 12+ 23

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DIGITAL MEDIA IS AN EXTENSION OF

BROADCAST MEDIA’S AUDIENCE

Source: Nielsen Scarborough USA+ R2 2018, State of Michigan, P18-49 monthly usage; Radio station online (local or internet radio –

iHeartRadio, Radio.com. etc.,) , Local News

58%(or 2,304,508)

24

OF MICHIGAN

INTERNET USERS

LISTEN TO LOCAL

RADIO AND GATHER

LOCAL NEWS

ONLINE


MEDIA IN MICHIGAN




OVER OTHER MEDIA



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TRADITIONAL MEDIA REACHES THE MOST

DEMOCRATS AND REPUBLICANS IN MICHIGAN

WEEKLY REACH%

Source: Nielsen Scarborough USA+ R2 2018, State of Michigan, P18+ / Self-Reported Democrats & Republicans

DEMOCRAT REPUBLICAN

89% 87%

52%

7%

TV RADIO PRINT E- EDITION

84%88%

34%

5%

TV RADIO PRINT E- EDITION

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IT’S THE VOTERS THAT MATTER,

ESPECIALLY IN MICHIGAN

Source: Nielsen Scarborough USA+ R2 2018, State of Michigan, P18+ Base: Registered to Vote in District of Residence

15%

30%

55%

15%

33%

53%

NEVER

SOMETIMES

ALWAYS

MICHIGAN

Total US

29%

33%

38%

26%

38%

36%

NEVER

SOMETIMES

ALWAYS

MICHIGANTotal US

HOW FREQUENTLY DO YOU VOTE IN ELECTIONS?

STATEWIDE ELECTIONS

LOCAL ELECTIONS

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SOURCING

• TV Data: Nielsen Npower, State of Michigan, Feb ‘19 average intab

count:1,979

• Radio Data: Nielsen NRD, State of Michigan: 8,868 in-tab diaries, Fall 2018;

PPM data, Detroit Metro: 1,850 unique panelists

• National Scarborough Data: Scarborough USA+ 2018 Release 2,

12-month Intab: 212,257 National; 7,671 State of Michigan

Sample sizes of various data used in this report:

29Copyright © 2018 The Nielsen Company

THIS PRESENTATION IS MADE AVAILABLE TO MEMBERS OF THE

Michigan Association of Broadcasters

THANK YOU FOR YOUR SUPPORT

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the power of broadcast media in michigan - …...57% of all media time spent goes to tv and radio...

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