Commercial radio listening up 7.1% in GfK e-diary metro survey
Weekly metro listening to commercial radio has risen by 7.1% over the past four weeks, according to a GfK Radio Pulse e-survey released by Commercial Radio Australia
The survey showed that weekly listening rose by 786,000 people across the five metro markets, when compared with the most recent full GfK Survey 2 for 2020. Listening has risen to nearly 12 million sets of ears over the four week reporting period for the survey.
82.4% of Australians were reached by commercial radio in that period, up from 76.9%. The average across 2019 was 77.3%, with Commercial Radio Australia pointing to an easing of coronavirus restrictions country-wide as a contributing factor.
The Radio Pulse e-survey was commissioned by Commercial Radio Australia to provide insights into listening while traditional surveys remain on hold.
It involved a sample of 2,240 participants recording their radio listening for each quarter-hour via an e-diary, a significantly smaller sample size compared with traditional surveys.
“Listener numbers increased throughout the day, with breakfast up 1.5%, drive up 5.5% and the afternoon daypart (midday to 4pm) attracting an average weekly audience of nearly 8 million people – the kind of figures usually reserved for breakfast,” said CRA chief executive Joan Warner.
Working from home definitely appears to be a significant factor in increased daytime listening. There was also an increase in weekend listening, rising 17% since Survey 2.
“Listening at home continues to be well above trend,” added Warner. “Nearly 65% of people listened at home each week and 59% listened in the car.”
Looking at individual metro cities, Sydney’s cume was up 343,000, Melbourne rose 175,000, while there were increases in Brisbane (+77,000), Adelaide (+71,000) and Perth (+120,000).
92% of 10-17 year-olds tuned in each week, plus 78% of 18-24’s, 81% of 25-39’s, 84% of 40-54’s, 84% of 55-64’s and 79% of those aged 65 and over.
The Radio Pulse survey ran from May 17 to June 13, beginning just days after people in Victoria, NSW and Qld were allowed to leave their homes again.
Traditional GfK radio surveys, which are split 70% paper diary and 30% e-diary, will resume for Survey 6 (July 26 to September 19) with a release date of September 29.