Radio could generate up to a $17 return per dollar invested.

The latest Nielsen Comparable Metrics Report highlights that radio commands roughly 775 minutes per week from the average adult.

Nielsen’s inaugural Comparable Metrics Report provides another compelling reminder of what amounts to a startling disconnect between how consumers divide their media time and how advertisers allocate their dollars among the various media.

According to several eMarketer reports, TV will account for 37.9% ($74B) of the total U.S. media ad spend in 2015, followed by digital with 31.6% ($61.7B) and radio with 8.2% ($16B). Nielsen says its AdIntel data affirms this finding.

Yet the Comparable Metrics Report shows the media pie is carved much differently when it looks at consumers. The average adult spends 775 minutes in a typical week with radio. Add that to the 1,950 minutes for TV and the 972 minutes for digital and radio commands 20% of total time spent. And yet, when ad-buying decisions are being made, radio only attracts that 8.2% of the total U.S. media spending share.

To combat this, radio has been taking bigger steps toward demonstrating advertising effectiveness. A recent Nielsen sales effect study found that radio could generate up to a $17 return for a $1 investment. “As an influential voice in consumers’ purchasing decisions and the last medium they listen to before going shopping, radio can really move the needle for advertisers looking to grow their business,” Nielsen says in the report.

Inside Radio – Monday, December 14th