{"id":272005,"date":"2018-04-25T16:15:00","date_gmt":"2018-04-25T20:15:00","guid":{"rendered":"https:\/\/admin.rushlimbaugh.com\/?p=272005"},"modified":"2018-04-26T16:01:02","modified_gmt":"2018-04-26T20:01:02","slug":"nielsen-radio-still-popular-medium","status":"publish","type":"post","link":"https:\/\/admin.rushlimbaugh.com\/daily\/2018\/04\/25\/nielsen-radio-still-popular-medium\/","title":{"rendered":"Nielsen: Radio Rules the Media World"},"content":{"rendered":"

RUSH: Now, if you\u2019ll permit me a brief departure into inside baseball.\u00a0 Over the years — and, even now, I\u2019ll be honest. Even now, I am under… I wouldn\u2019t call it pressure. Although depending, it could be if you looked at it that way. But I\u2019m under a lot… There are beaucoup requests for me to go on TV, to go back to TV — and I\u2019m flattered by it, and I\u2019m always receptive. I listen to what people say.\u00a0 But I have no burning desire to go back to TV, and there are many reasons for it.<\/p>\n

But the primary reason… Well, it\u2019s hard to pick a primary reason.\u00a0 I mean, A, the primary reason is I don\u2019t want to do it.\u00a0 But, then after that, is the “why,” which would be just as equal.\u00a0 I was thinking of it the other day. I had to do a speech, a last-minute speech. I had a replacement speech for the General\/Defense Secretary Mattis. He was gonna speak to the Marine Corps-Law Enforcement Foundation<\/a>, and he ended up having to cancel because of the action that was being contemplated at the time and that eventually happened in Syria.<\/p>\n

\"\"<\/p>\n

So they asked if I would stand in, and I said, “Sure, sure. I\u2019d be happy to.”\u00a0 I said, “How long do you want?”\u00a0 They said, “Fifteen minutes max.”\u00a0 I said, “Fifteen minutes! I don\u2019t even get started in 15 minutes,” and I immediately started feeling a little bit of pressure.\u00a0 The reason I feel pressure is because I cannot prepare a speech.\u00a0 I cannot sit down and write one.\u00a0 My brain doesn\u2019t work. I have to ad-lib them, just like this radio show.<\/p>\n

Everything I\u2019ve said today I didn\u2019t know when I was gonna say it. I didn\u2019t know what I was gonna start with; I didn\u2019t know exactly what I was gonna say.\u00a0 It\u2019s just happening.\u00a0 It is the essence of improv.\u00a0 You can\u2019t do this on TV!\u00a0 You simply cannot do what I\u2019m doing right now on TV.\u00a0 It\u2019s not possible.\u00a0 Too many people have to know what you\u2019re gonna do and they have to know when you\u2019re gonna do it — and whatever you want to do, they have to have some accompanying video.\u00a0 And I just… (sigh) I can\u2019t. I\u2019m A, not a collaborator, and B, I just… I don\u2019t… I can\u2019t.<\/p>\n

I\u2019ve never worked this way to sit down and actually plan something out, and I don\u2019t do speeches that way.\u00a0 So every speech is a nail-biter for me. “What if my brain\u2019s not working in these 15 minutes? What if I\u2019m not…? What if something doesn\u2019t occur to me to talk about?\u00a0 What if…? Oh, no! What if my memory is failing?”\u00a0 Those are the things that equal the pressure for me before I do any, \u2019cause none of it\u2019s planned, none of it\u2019s scripted, none of it\u2019s written.\u00a0 And in TV just… You can\u2019t do TV that way.\u00a0 I mean, you can\u2019t.<\/p>\n

I suppose you could, but it wouldn\u2019t be TV.\u00a0 Just bring a camera in here and put this on TV, but nobody wants to watch that.\u00a0 I mean, radio is to be heard, not seen, is the long-held belief of mine. But this is leading somewhere.\u00a0 Nielsen came out the other day with some shocking news.\u00a0 One of the reasons that I also say I don\u2019t want to go do a television show is the audience here is much larger than on cable.<\/p>\n

And when I tell people that, they say, “Well, yeah, yeah, but it\u2019s a different audience on TV — and with pictures, Rush, it\u2019s gonna have much more impact.”\u00a0 I understand people thinking that.\u00a0 But, if you have a good host who\u2019s able to paint pictures, create theater of the mind, it\u2019s just as impactful, just as influential. And maybe even more so, because television is spent doing other things too. You\u2019re watching; there are other things going on in the room.<\/p>\n

A lot of TV viewing is what I call passive, and a lot of radio listening is passive.\u00a0 You\u2019re listening to music, driving around. You\u2019re talking to people while the music\u2019s on.\u00a0 But a good, good, good radio program with a compelling host will be active.\u00a0 You will not want to not pay attention.\u00a0 But then there\u2019s this in addition to that.\u00a0 Nielsen has come out with some numbers, and this is about the relative audience size.\u00a0 “Old-School AM\/FM Radio the Most Popular Media of All” still today in the United States of America, according to Nielsen — and these are the people that rate television programs.<\/p>\n

The way they do this is AM\/FM radio has 243 million listeners.\u00a0 Radio reaches 93% of the U.S. population. The Washington Times did a story on this back on April the 18th<\/a>. There\u2019s one picture accompanying this story and it\u2019s half of the front page — and that picture is me. (interruption) Now, they\u2019re all nodding on the other side of the glass.\u00a0 “Even in the age of sophisticated cable TV and video on demand, it is old school AM\/FM radio which rules the nation\u2019s media world according to Nielsen, which has revealed the audience numbers.<\/p>\n

\"\"<\/a><\/p>\n

“With 243 million monthly listeners, radio bests the competition across the board.\u00a0 ‘Each week, more Americans tune to AM\/FM radio than any other platform. What\u2019s more, according to Nielsen … 93% of U.S. adults 18 and older listen to radio every week \u2014 more than those watching television or using a smartphone, TV connected device, tablet or PC,\u2019 Nielsen noted … TV reaches 88% of Americans and garners 229 million viewers.<\/p>\n

“‘Technology trends are a bit like fashion trends,\u2019 said Brad Kelly, managing director of Nielsen Audio. ‘They come and go, oftentimes long forgotten after the craze ends. But there\u2019s one notable exception to the technology\/fashion trend rule in the media world \u2014 broadcast radio. AM\/FM radio is the blue blazer of the media universe. Who would have believed 100 years after its debut, AM\/FM radio would continue to top the charts as the medium that reaches more consumers each week than any other?\u2019<\/p>\n

“The analysis cited ‘compelling audio content and expanding delivery options\u2019 as a strong factor in the consistent appeal of radio,” and by “expanding delivery options,” he\u2019s talking about things like our app and podcasts and ways that augment the content. But compelling audio content… Compelling audio content, if done right, it\u2019s just as influential and can be much bigger than television.\u00a0 I\u2019m not trying to put TV down.\u00a0 Do not misunderstand.\u00a0 This is not a versus, an either\/or.\u00a0 But it is to suggest that, you know, a lot of people think, “Radio?\u00a0 That\u2019s old fashion.\u00a0 Gee, that\u2019s nothing but old people.”\u00a0 You\u2019d be amazed at the numbers.<\/p>\n

\"\"<\/p>\n

Millennials.\u00a0 Nearly 80 million Millennials 18 to 34 tune in to radio.\u00a0 That\u2019s 95% of the Millennial population.\u00a0 Ninety-five percent of the Millennial population listens to radio every week.\u00a0 The largest audience, of course, is Boomers and then Generation X.\u00a0 But we hit everybody.\u00a0 That\u2019s my point.\u00a0 There are no boundaries. There are no religious boundaries. We have all three sexes. We have all the religions, all the different genders. Everybody is out there.<\/p>\n

You know, good radio is much more personal, much more intimate than television.\u00a0 I\u2019m not putting TV down.\u00a0 Please do not misunderstand.\u00a0 I\u2019m just reminding everybody of the true impact and power of radio.\u00a0 To illustrate it further, the first two audio sound bites today. NPR — in a continuing quest to help their audience understand America and particularly Texas — decides to divide Texas into people who listen on AM radio and people who listen to FM radio.\u00a0 That\u2019s coming up.<\/p>\n

BREAK TRANSCRIPT<\/p>\n

RUSH:\u00a0 Okay.\u00a0 Let\u2019s go NPR.\u00a0 This is WNYC radio.\u00a0 It\u2019s their midday program and a guy that\u2019s discussing his new book, God Save Texas: A Journey Into the Soul of the Lone Star State.\u00a0 And the host says, “You describe a key divide in the culture of people in Texas as to who listens to AM and who listens to FM, right?”<\/p>\n

\"\"<\/p>\n

WRIGHT:\u00a0 You can drive all across Texas and be in two different states.\u00a0 If you\u2019re listening to AM, you\u2019re hearing Rush Limbaugh, then you hear the evangelical preachers and a lot of Spanish radio.\u00a0 That\u2019s the AM band.\u00a0 And, uh, the best and most full expression of that is our lieutenant governor, Dan Patrick — probably the most conservative politician we\u2019ve ever elected in Texas — who is really driving the train of social conservative activism right now in Texas.\u00a0 And he is a shock jock from Houston who has his own radio stations.\u00a0 And, uh, he comes from that AM culture.<\/p>\n

RUSH:\u00a0 All right.\u00a0 So this is NPR trying to help their audience understand Texas, and so he\u2019s gotta get into the… This is how leftists do it.\u00a0 This is disguised bigotry.\u00a0 But I have to say something about Dan Patrick.\u00a0 Dan Patrick, one of his first stations was in Tomball, Texas, outside Houston, and that was our first station in the Houston market.\u00a0 Dan Patrick is not a shock jock.\u00a0 Dan Patrick has never been a shock jock! This whole term “shock jock.” I mean, they used to call me that until they realized that I\u2019m not even close.\u00a0 Shock jock? What do you think of as a shock jock?\u00a0 Somebody that\u2019s rude and off-color.\u00a0 Dan Patrick is nowhere near shock jock, but that\u2019s how this stuff gets categorized.<\/p>\n

BREAK TRANSCRIPT<\/p>\n

RUSH: Now here is the second sound bite from public radio in New York yesterday. This is a writer named Lawrence Wright with his new book, God Save Texas: A Journey Into the Soul of the Lone Star State. So he\u2019s just described in Texas who listens to AM, and that means what they are and who they are politically. And he points out that the AM band in Texas is ascendant right now.<\/p>\n

Now, for those of you in Rio Linda, that means it\u2019s climbing, that means it\u2019s growing, that means it\u2019s getting higher. When you descend something, you\u2019re going down. When you ascend you\u2019re going up. And he makes that point, then shifting to FM.<\/p>\n

\"\"WRIGHT: The AM band is in ascendant in politics right now, but the FM is just as much a part of Texas as the AM. It\u2019s urbane, it\u2019s metropolitan, it\u2019s you know, sophisticated and it sounds just like radio anywhere you would go, any FM station. And it really expresses the soul of the cities which are blue and which are sophisticated and very much part of the rest of America. The cities are blue, period. The rural culture has been red for a considerable amount of time, but that\u2019s not where the growth is. The growth is all in the cities and the suburbs and you know the political demography of the suburbs is beginning to drift away from that solid red core.<\/p>\n

RUSH: So AM radio: people in the sticks, hayseed hicks, unsophisticated. FM radio: cities, blue, sophisticated. He said that two different times in this bite. The cities are blue, sophisticated, very much part of the rest of America. The red part is the hayseed, the hicks out there. And this is the way the left looks at this country. And that\u2019s what this guy is doing here. He says the AM band is ascending right now in politics, which upsets them.<\/p>\n

BREAK TRANSCRIPT<\/p>\n

RUSH: We\u2019re gonna start with Dave in Gurnee, Illinois. Dave, I\u2019m glad you waited. And greetings. Hi.<\/p>\n

CALLER: Hi, Rush. You started out the program talking about NPR and trying to define AM talk radio. And this is to the point of the audacity and arrogance of NPR. NPR defines AM talk radio, they try to put it in a nice, neat right-wing defined box, while NPR is actually deep state run radio funded with our taxpayer dollars, which would not even be able to stand on its own within the free market system. AM radio is free enterprise, talk free expression, while NPR is state funded, radical left-wing agenda with only one message: the left-wing agenda, the left-wing message.<\/p>\n

RUSH: Well, that\u2019s true. What he\u2019s talking about, the first part of the program today, NPR trying to explain to its audience about Texas, the Democrats desperately want Texas to turn blue. So they tent a reporter down there, and this guy found out that you can define Texas by AM and FM radio, the hayseed, hick conservatives, the all-God religious nuts, they listen to AM.<\/p>\n

But the urbane, sophisticated, smart people listen to FM. And they are in the cities. And the AM audience is in the sticks, hayseeds and so forth and so on. And it was just another attempt at impugning conservatism. But your real good point is that NPR doesn\u2019t exist without the American people\u2019s tax dollars sustaining it. It\u2019s not a free market enterprise.<\/p>\n

BREAK TRANSCRIPT<\/p>\n

\"\"RUSH: This is Evan in Concho, Arizona. Great to have you, sir. How you doing?<\/p>\n

CALLER: Good morning. I was saying to your call screener, there is no truth in images. There\u2019s only truth in words. And the proof of that is we don\u2019t say things like, oh, you can count on his image or he gave his image or man shall not live by bread alone or by every image that proceeds from God. Words are where truth is at. And radio\u2019s focus is words. Television\u2019s focus is image. And it\u2019s easy to see why conservatives rule talk radio and liberals have television.<\/p>\n

RUSH: You know, I didn\u2019t know where you were headed with this, but I have to tell you that is an interesting take on this. You say a person gives his word that something he says is true, gives his word that something he promises to do he will do. He doesn\u2019t say, “Here, let me give you this image and let that tell you that I\u2019m telling the truth.” It\u2019s clever. It\u2019s humorous. It\u2019s funny. It also happens to be true.<\/p>\n

There also is a reason, folks. I can\u2019t tell you the number of times that people have asked me in all of these years, how come the liberals bomb on radio? And I\u2019ve had my answers. And there are probably as many answers as there are questions. But this guy, Evan here in Concho, Arizona, says words — I\u2019ve said it myself; words mean things. Words are the truth, and the truth is not — look. I know they say the same thing about us, but I\u2019m telling you, they are not about truth.<\/p>\n

They have their truth, and anything outside their truth is not permitted. They\u2019re not interested in free and open debate. They\u2019re not interested in the exchange of ideas. They\u2019re interested in their version of whatever, and anything else is not gonna be heard, is gonna be silenced or shut down if they can. And that\u2019s true. They can\u2019t debate because they don\u2019t think they should have to. There is no debate because there is nothing legitimate outside what they believe.<\/p>\n

They do not believe they should even have to persuade people. People who don\u2019t believe are to be written off and silenced or what have you. There\u2019s a lot of other reasons too. They don\u2019t understand entrepreneurism and actual business. They understand funding and donations and this kind of thing. But I think it\u2019s rooted in content, like he says. I really do think that\u2019s why they bomb.<\/p>\n","protected":false},"excerpt":{"rendered":"

RUSH: There's one picture accompanying this story and it's half of the front page — and that picture is me.<\/p>\n","protected":false},"author":49,"featured_media":272016,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","ngg_post_thumbnail":0},"categories":[12,1],"tags":[],"yoast_head":"\nNielsen: Radio Rules the Media World - The Rush Limbaugh Show<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.rushlimbaugh.com\/daily\/2018\/04\/25\/nielsen-radio-still-popular-medium\/\" \/>\n<meta name=\"twitter:card\" content=\"summary\" \/>\n<meta name=\"twitter:title\" content=\"Nielsen: Radio Rules the Media World - The Rush Limbaugh Show\" \/>\n<meta name=\"twitter:description\" content=\"RUSH: There's one picture accompanying this story and it's half of the front page -- and that picture is me.\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/www.rushlimbaugh.com\/wp-content\/uploads\/2018\/04\/APP-042518-Tearaway-Washington-Times.jpg\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"George Prayias\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"13 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebSite\",\"@id\":\"https:\/\/admin.rushlimbaugh.com\/#website\",\"url\":\"https:\/\/admin.rushlimbaugh.com\/\",\"name\":\"The Rush Limbaugh Show\",\"description\":\"Excellence In Broadcasting\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/admin.rushlimbaugh.com\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"ImageObject\",\"@id\":\"https:\/\/www.rushlimbaugh.com\/daily\/2018\/04\/25\/nielsen-radio-still-popular-medium\/#primaryimage\",\"inLanguage\":\"en-US\",\"url\":\"https:\/\/www.rushlimbaugh.com\/wp-content\/uploads\/2018\/04\/APP-042518-Tearaway-Washington-Times.jpg\",\"contentUrl\":\"https:\/\/www.rushlimbaugh.com\/wp-content\/uploads\/2018\/04\/APP-042518-Tearaway-Washington-Times.jpg\",\"width\":640,\"height\":360},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.rushlimbaugh.com\/daily\/2018\/04\/25\/nielsen-radio-still-popular-medium\/#webpage\",\"url\":\"https:\/\/www.rushlimbaugh.com\/daily\/2018\/04\/25\/nielsen-radio-still-popular-medium\/\",\"name\":\"Nielsen: Radio Rules the Media World - 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