Nielsen issued its Total Audience Measurement Report for the first quarter of 2015 this week. This new report includes a lot more detailed data on usage for TV, radio, and various digital media than previous versions. Breakouts include basic usage metrics, as well as demographic and ethnic comparisons.

Each media has different names for its measurement metrics, so putting together the report required some translation across media. This report uses metrics such as reach, minutes spent per week with each medium, the average number of days that each is used each week and more. Highlights from the report include the following:

? Traditional FM/AM radio had the highest reach of all media. Over 93% of all people listened to the radio at least once a week. Weekly radio reach has never dipped below 90% for the total audience. TV was second in reach with 87%.
? Adults 35+ are the heaviest users of traditional media; Millennials (18-34 year olds) and younger demos are more inclined to use digital media.
? Smartphones came in third in weekly reach for all demos with 70%. That figure might seem low, but smartphone penetration is not nearly as high as it is for TV and radio.
? Weekly reach for smartphones with Millennials was 80%; while the reach for TV with this demographic was just 76%.
? Daily time spent with TV is eroding quicker than other media, while smartphone usage is growing rapidly. In the last 2 years, time spent with smartphones (using apps and surfing the web, not talking or texting) has increased by 50%.

There?s a lot more in the report. The goal is to create one report that puts all media on an equal footing. As the company said in an announcement a few weeks ago, ?Total Audience is Nielsen?s answer to the holistic measurement of audiences across all devices to keep pace with consumer behavior.?