GfK shares first behavioural study for radio industry

GfK shares first behavioural study for radio industry

Radio’s share of ear time is almost eight times that of music streaming services according to the industry’s first AudienceScope study which looks at listener behaviour.

Radio captures more than 60% of all listening compared to the streaming industry’s 8%.

Music collections are still ahead of the streaming providers – which include Spotify, Pandora and iTunes Radio – at 25%.

The AudieceScope study is provided by new radio survey provider GfK and aims to look beyond the surveys’ information on ‘who’ listens to ‘what’ and look at the reasons ‘why’.

Joan Warner, Commercial Radio Australia’s chief executive, said: “This type of contextual measurement released quarterly in association with the ratings is a first for not only the Australian radio industry but possibly a first in all media measurement and goes beyond the ratings to provide stations, advertisers, and agencies with an understanding of Australian radio listeners.”

The study comes just before the results of the third ratings survey of the year are released on Tuesday, June 3.

Dr Morten Boyer, general manager GfK Media, added: “AudienScope adds a new strategic dimension to understanding the radio ratings. Each quarterly AudienScope study acts like an overarching lens to view the main radio ratings through, which will help maximise the effectiveness of your communication with radio audiences. Providing periodic behavioural insights as a component of the main radio ratings is a first, but we think it is an essential ingredient of a holistic audience measurement system.”

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