GfK Radio Pulse study shows 7.1% increase in radio audiences
Commercial radio listening has remained strong as coronavirus restrictions have eased across several states, according to GfK’s Radio Pulse study.
The study took a sample of 2,240 respondents across Sydney, Melbourne, Brisbane, Adelaide and Perth was representative by age and gender. It found that commercial radio in Australia gained 786,000 listeners (+7.1%) each week as restrictions eased recently.
Looking at each metro market, commercial radio gained listeners by at least 4%. Sydney gained 343,000; Melbourne 175,000; Brisbane 77,000; Adelaide 71,000; and Perth 120,000 listeners.
The study was in-field from May 17 to June 13, with all comparisons made in relation to Survey #2, 2020.
The study broke down day parts in each market as well, finding that Breakfast and Drive also saw metropolitan audience increases, despite many Australians not commuting to work.
The largest audience gains were in Morning and Afternoon audiences in Sydney and Melbourne; Afternoon and Drive in Brisbane; Breakfast and Afternoon in Adelaide and Perth.
All metro markets saw at least a 30% gain in the number of listeners tuning in at home, with radio reached 9,387,000 listeners in homes.
Home was the most popular place to listen in Sydney, Melbourne and Adelaide, with the car the top location in two states with easing restrictions; Brisbane and Perth.
The GfK Radio Pulse Survey can be viewed in full at CRA’s Radio Alive side.