Radio remains king of the daytime media.

Story by Inside Radio

Radio has long been a drive-time and at-work medium and this week’s new media consumption report from Nielsen confirm that’s still the case. The bulk of radio listening is done between 5am and 5pm — a 12 hour timespan that adds up to an average of 14 hours per week of use by the typical American. Or 62 hours and 51 minutes per month, a total that’s second only to television.

Nielsen says the peak listening period is the noon hour when lots of people are at work, and many others are in their cars running lunch hour errands. “We see that between the morning hours and early evening hours, roughly two-thirds of audio listening comes from out-of-home tuning,” SVP of insights Dounia Turrill writes in the report says, adding, “The hyper-local nature of audio offers advertisers community-level engagement between content and in-store activity — radio catches you right before you shop and make purchase decisions.”

Television viewing actually ranks last during the daytime according to Nielsen, which says online and mobile media top TV during those hours. TV doesn’t become the most-used medium until after 6pm, although online and mobile use has risen during the evening hours in recent years.