Heavy viewers and listeners are often considered the ‘super fans’ of the media ecosystem. These power users devote significant hours of their lives to one medium or another and are the most likely to consistently engage with content and advertising found on those channels. Aligning with the famous “pareto principle,” which states that 80% of consumption comes from 20% of the participants, heavy media users make up the lion’s share of the usage in markets all across the U.S.Recently, Nielsen released the audio today report profiling the listening habits of the 243 million Americans who use radio each week. The report also included a profile of the heaviest users across four media sectors. And an interesting headline emerged: heavy radio listeners and heavy Tv viewers are, for the most part, mutually exclusive.
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