(eeuu) EL OYENTE DE RADIO EN ESTADOS UNIDOS ES FIEL A TRES ESTACIONES

12-ENE/2018

A Nielsen, responsável por levantar e consolidar dados de audiência e comportamento de consumo nos Estados Unidos, publicou um estudo que aponta as preferências do ouvinte de rádio em relação à formatos naquele país. Os chamados “News/Talk” e “AC” (equivalente a adulto-contemporâneo” estão na preferência da maioria dos ouvintes, mas esse consumo varia muito com a idade do público pesquisado. Acompanhe os destaques:

Com base na medição PPM da Nielsen, medição portátil por pessoa realizada pelo instituto, o “News/Talk” alcança uma marca de 9.9%, seguido de 7.7% do adulto-contemporâneo, marcas de 2017 que são superiores aos valores registrados nos anos anteriores. O “Country”, gênero muito popular nos Estados Unidos, aparece em terceiro no levantamento, com 7.6%, sendo a mesma pontuação alcançada pelo formato Pop CHR (equivalente ao “top40-Pop” no Brasil).

Porém o levantamento chama a atenção para alguns detalhes importantes: a ordem de preferência pode alterar conforme a idade do público. Por exemplo: o Pop CHR tem a preferência dos “Millennial”, público de 18 a 34 anos, e também dos públicos mais novos em relação à essa faixa, apesar do formato ter perdido posição no geral em relação a 2016.

Formatos como “Urban Contemporary” (que compreende gêneros musicais como o “hip hop”) também são muito populares entre os mais jovens, mas o comportamento vai alterando a medida que o público envelhece, passando a consumir mais o formato “News/Talk” (jornalismo) de rádio.

Rádios favoritas e audiência fora de casa

A Nielsen também chama a atenção para alguns fatores: cerca de 90% da audiência de rádio dos Estados Unidos é fiel à três estações, ou seja, não alterna muito a sua escuta de rádio para outras emissoras além das “três estações favoritas”. Lembre-se da memória de seu rádio no carro ou no celular, sendo que o consumo fica praticamente restrito às três primeiras estações favoritadas. Detalhe: isso é semelhante no Brasil, que mostra que há uma fidelidade da audiência e “pouco giro” no dial

Outro dado importante levantado pela Nielsen é onde está essa audiência de rádio: mais de dois terços dela está longe de casa, ou seja, mais próximo do “ponto de compra’ (o que fortalece o argumento comercial a favor do rádio na hora de se apresentar ao mercado). Esse valor é 65% entre 6h00 e 19h00, sendo o pico de consumo fora de casa ocorrendo entre 15h e 19h (alcança 75%), sendo dados consolidados de 2017.

Brasil observa

Os números nos Estados Unidos são sempre acompanhados com atenção pelo mercado brasileiro por diversos fatores: o rádio tem se mostrado como o veículo de maior alcance de consumo naquele país, apesar dos avanços de novas mídias e dispositivos (a maioria atrelada à internet). O alcance do rádio nos Estados Unidos, que é um país continental como o Brasil, chega a 93% segundo a Nilsen (índice superior quando comparado por aquele medido pelo Kantar Ibope Media em 13 regiões brasileiras, apesar dos valores não serem distantes e à diferenças no modo de aferir esses números quando se compara os dois países).

Fuente: Tudo Radio

 

 

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