Nielsen’s Q3 Report: All About The Moms


The third quarter 2016 edition of Nielsen‘s Total Audience Report was released Tuesday morning (1/3), and the focus of this latest look at media consumption among U.S. audiences puts a magnifying glass on moms.

As Nielsen SVP/Audience Insights Glenn Enoch notes, there are 25.1 million women aged 18-49 living in their own home who have children under the age of 12. With that established, Nielsen divided the women into two groups: working moms, and stay-at-home mothers.

Income, education, home status, urbanicity and race/origin are examined, while Nielsen also provides data on their technology ownership and media behavior across TV, radio and digital media.

Among the key findings:

  • working moms spend more time listening to radio
  • stay-at-home moms spend more time with the TV screen (both live TV and OTT devices)
  • among those who use digital devices, stay-at-home moms spend more time with PCs, smartphones, and tablets

Meanwhile, an overall look at total consumers shows radio as the No. 2 platform among persons aged 18-49 in terms of time spent — ahead of smartphones and behind TV.

RBR + TVBR OBSERVATION (full text below, for subscribers only): Here’s another example of how radio companies need to join together, with the NAB and RAB, and pitch in for a campaign that touts the relevance, importance, and reverence of AM and FM radio. It’s time to spend money on a truly captivating campaign that goes beyond using radio to promote radio. This means cool advertising as YouTube pre-roll, on DVR, on top digital platforms, and on Snapchat, where teens and fun adults can make goofy pics with a radio station logo or something tied to radio. All of this should then be put into a PowerPoint and distributed to every media buyer and CMO in the U.S. ahead of a presentation at the ANA Masters of Marketing conference.

More About Moms

Nielsen’s look into working moms — a key for the radio industry — shows the following:

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