Study Shows Radio Listening Heats Up Over Summer
Radio listening plays an important role in listeners’ lives over the summer period with nearly nine out of ten radio listeners tuning in to as much or more radio. For the second year running, radio audience measurement company, GfK, conducted a survey during summer which found radio continues to engage with listeners across this period, providing them with entertainment, music and information.
Traditionally a time when regular radio on-air teams take a break, the GfK Radio Insights Summer Listening report, released today by Commercial Radio Australia (CRA), shows that radio in both metropolitan and regional areas reaches 62 percent of listeners at their holiday destination and one in two radio listeners strongly agree, that during the summer months they are more likely to listen to media than watch it.
Joan Warner, Chief Executive Officer of industry body Commercial Radio Australia, said while media consumption patterns changed over summer, this second summer survey shows radio listening often increases because people have more time while on holidays.
“People are listening to the radio as they travel and are tapping into the local community at their holiday destinations for information and entertainment,” Ms Warner said.
The report showed all radio formats continue to engage listeners during summer with:
- 89 percent of listeners listening to as much or more music.
- 84 percent listening to as much or more news.
- 64 percent listening to as much or more talkback.
- 55 percent listening to as much or more sport.
The most important things when choosing a radio station to listen to during summer are:
- Music (88 percent).
- Entertaining (86 percent).
- Informative (77 percent).
- Fun (76 percent).
- News / Traffic Reports (74 percent).
- Presenters / Announcers (71 percent).
The insights also showed radio listeners are more likely than non-listeners to say they increase spending on groceries and eating over summer. Radio listeners aged 18 – 24 are more likely to increase their spending over summer, with 39 percent more likely to spend more on eating out, 35 percent more likely to spend more on fast food and 30 percent more likely to spend more on groceries.
“The Summer Insights once again shows radio is very effective over the summer period in reaching consumers even when they are out of their regular routine,” explained Ms Warner.
GfK conducted the 2018 Summer Listening Insights report nationally as part of its Radio Insights series, with more than 1,200 people surveyed online in both metropolitan and regional areas between the 15th and 25th of January, 2018.
The GfK Radio Insights Summer Listening Q1, 2018 and previous Radio Insights results can be downloaded right here.
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