REPORT: Australian’s listen to more radio over summer
Nearly nine out of ten people listen to more radio in summer, according to a new report by GfK.
Despite regular radio on-air teams taking a break over the Christmas and New Year period, the GfK Radio Insights report shows that metro and regional audiences have more time to listen to radio – 91% of listeners agreed that radio is a great source of information over summer.
Many Australians traditionally take a break over the summer period, and the data shows, 62% of listeners listen to local radio stations even when away from home at their holiday destination.
Younger audiences show high levels of engagement even over summer with 28% of 10 to 24-year-olds saying they listen to more radio in summer compared to the rest of the year and 79% of younger listeners agree they are more likely to listen to media such as radio over summer than watch media.
Radio’s multiplatform strategy continues to attract a younger audience with engagement across a radio station’s website and social media extremely high the younger age groups.
• 64% engage with a radio social media page
• 55% engage with a radio station website
• 39% phone a radio station
Joan Warner, chief executive of CRA, said that the GfK Summer Listening Insights report will be undertaken each year and will prove to be an important tool for our sales teams around the country.
“…while some other forms of media consumption decline over the summer, radio remains popular in metropolitan and regional Australia.”
The Summer Listening Insights online survey, conducted between 19 January and 31 January 2017, included a sample size of 5,000 people.
Dr Morten Boyer, GM of GfK Media said that this new GfK Radio Insights study showcases the versatility of radio.
“In summer, people spend more time outside and away from work, and radio is right there alongside them: informing, entertaining, and engaging the listener.
“GfK’s holistic approach to radio audience measurement was pioneered in Australia together with CRA, and it has attracted a lot of interest from around the world. With the rebranding of these reports to ‘GfK Radio Insights’ we can launch the same concept internationally, which has already begun in several markets.”
Next Tuesday 14 March, the first of eight metro surveys for 2017 will be released and Radio Today will bring you detailed analysis and interviews with Australia’s top programmers.