More than half of Australians aged 14 years and over listen to breakfast radio, while over seven in 10 listeners tune in to radio during more than one time slot, new data by Roy Morgan Research has revealed.
According to a survey conducted by the research house between April 2015 and March 2016, nearly 17 million Aussies aged 14 and over (86 per cent) listen to radio during the week, with the breakfast time slot reaching a net 10,402,000 listeners (53 per cent), ahead of the drive-time slot with 8,211,000 listeners (42 per cent), the morning slot with 7,780,000 listeners (40 per cent) and the afternoon slot with 6,621,000 listeners (34 per cent).
At peak television viewing time, the evening radio slot reaches 3,183,000 listeners (16 per cent), while almost a million of us are listening between midnight and 5:30am (981,000 listeners or 5 per cent).
The survey also found that more than seven in 10 radio listeners tune in at multiple different time slots in a seven-day period, with 38 per cent listening at two different time slots and 31 per cent listening in at three or more different time slots.
Roy Morgan Research CEO Michele Levine said 77 per cent of radio listeners own a smartphone and are more likely to listen to multiple time slots.
“The most cross-over happens between the two peak periods – 70 per cent of drive-time listeners also tune in at breakfast during the same week,” she said.
“Meanwhile, the morning slot has the highest proportion of unique audiences – 17 per cent of listeners between 9am and midday only listen during that slot.”
Levine added that Macquarie’s News Talk Radio audience is the most likely to listen to radio at three or more different time slots during the week.