Brad Kelly, Managing Director of Nielsen Audio, has been named among the 40 most powerful people in radio by Radio Ink, a leading radio industry trade publication in the U.S.
Podcasting continues to thrive. According to Nielsen Scarborough data, at a 20% rate of growth, the audience for podcasting could double by 2023, and the IAB projects that U.S. podcast advertising revenues will surpass $1 billion by 2021.
With leaders from the media, entertainment, finance and advertising communities, this year’s NAB (National Association of Broadcasters) conference in Las Vegas proved the perfect opportunity to announce new technology for measuring media, as well as share our insights on the media technologies of the future.
When it comes to viewing and listening behaviors, TV and radio are complementary media. Brad said, "We are finding now that TV and radio are not competing media but rather, are highly complementary. The combination of radio and TV makes for a stickier message,” said Brad Kelly during the “Audio Messaging and How to Do It Right” panel at Advertising Week.
Reaching more than 92% of Americans aged 12 and older each week, radio remains a powerful medium—a fact recently demonstrated in Chicago.
With on-demand audio and podcasting no longer being a niche medium, Nielsen is committed to expanding its capabilities so that it can measure engagement with that content as well.
While podcast listening is booming, the lack of third-party podcast metrics based on consumption rather than downloads has kept advertisers from really committing budget to the space. That is set to change as we prepare to launch a syndicated podcast measurement service in 2017.
At Nielsen, we're optimistic about audio. And there's good reason for it. Since last February, the average quarter hour (AQH) audience for audio has grown 13% in the portable people meter (PPM) markets among persons aged 6 and older. This year-over-year growth in audience reflects a significant improvement in our PPM measurement system.