Perhaps it's much more complicated than comparing one report to previous reports. And perhaps the data going in isn't always the same so it's not apples-to-apples when it comes out. To be sure, there will be many press releases flying around this week about the strength of radio's network listener numbers - 177 million every week. When you analyze the latest Nielsen data it does appear network reach has dropped by over four million Americans in the past six months. Does that really matter?

According to the December Nielsen RADAR report (of 46 networks), 177 million Americans, 12 years of age or older, listened to a network radio commercial during an average week. Back in June, Nielsen reported that figure at 181.3 million, a drop of over four million Americans. One year ago that number was 178.4 million and in June of 2013. In March of 2013, Arbitron reported the number at 180 million in the 12 plus demo. In DEcember of 2012 (using 49 networks) Arbitron reported the number was 181.1 million.

Nielsen also states, in its December 2014 report, that commercials airing on the 46 networks it tracks reached 70.3 percent of the American population in the 25-54 demo (88.1 million listeners). Back in June Nielsen reported the networks had reached 71.7 percent in the 25-54 demo (89.9 million listeners). In December of 2012 Arbitron reported (using 49 networks) that 92 million people were reached in the 25-54 demo.

In the 18-49 demo the December report says 69.5 percent were reached (93.6 million listeners) compared to 70.9 percent back in June (95.5 million listeners).

Nielsen does offer the following disclaimer: The number of networks and their affiliates vary over time as the networks adjust to meet marketplace needs. These fluctuations affect the audience estimates for a particular RADAR report but are not indicative of a change in network radio as a whole because not all network radio is reported in RADAR.

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What Are Radio's Network Listening Numbers?

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