Audiences Turn To Radio To Inform And Entertain Over Summer

close up hand open car radio listening. Car Driver changing turning button Radio Stations on His Vehicle Multimedia System. Modern touch screen Audio stereo System. transportation and vehicle concept
B&T Magazine
Edited by B&T Magazine
SHARE
THIS



Listeners consider radio a valuable source of entertaining and informative content, with 94 per cent saying that radio is the place to turn to for information during the summer season.

The 2020 GfK Radio Insights Summer Listening Report released by Commercial Radio Australia also showed 74 per cent of listeners looking to radio to provide information during an emergency situation.

Summer, even with major on-air teams taking a break, still yields a high level of radio listening. Summer radio listening has maintained steady reach over the past three years, with over 80 per cent of radio listeners switching on radio the same amount or more and almost three in four radio listeners saying they are more likely to listen to media than watch it.

Radio has the power to provide relevant and current information in times of emergency and to keep regional communities connected and informed. 68 per cent of listeners agree that radio is where they turn to for information on local news and events, and 81 per cent say that radio keeps them up to date.

Meanwhile, 91 per cent of regional listeners listen to radio just as much if not more in the summer.

CRA CEO Joan Warner said: “Of 261 commercial radio stations, 220 are in regional areas. Our regional stations understand their vital role, both during and after emergencies, to be right there broadcasting locally and continuously in order to share news and important information.

“Often broadcast radio is the only place people in regional areas can turn to in times of emergency, with mobile phone towers damaged or overloaded and access to other broadcast channels made difficult by the situation and the conditions.”

70 per cent of listeners consider radio to be a broadcast medium that they can access anywhere in summer, meaning that they can listen wherever they happen to be. Radio is not only where audiences turn to for entertainment and information, but also a source of inspiration, with nine out of 10 listeners saying that radio helps give them ideas about what to do in summer.

Plus, radio can be listened to while on the move, with 90 per cent of listeners stating that radio keeps them informed when they are on the go in summer and one in five listening to more radio in the car during the summer months.

Demographically, young people aged 10-24 are the most engaged radio listeners in summer, as 82 per cent  are more likely to listen to media than watch it and one in five state that they listen to more radio during that time.

When it comes to location, 27 per cent listen more in the car in summer (compared to 19 per cent of all listeners 10+) and 20 per cent listen more at home.  Over summer, younger audiences engage with radio across several devices and channels, with over one in three (35 per cent ) listening to radio via smartphones, 17 per cent listening via smart speakers, 17 per cent listening via DAB+ and 49 per cent listening to radio across a range of platforms.

 

 

Please login with linkedin to comment

CRA Radio

Latest News

JCDecaux New Zealand Grows Its Team To Lead Street Furniture Tender
  • Media

JCDecaux New Zealand Grows Its Team To Lead Street Furniture Tender

Out-of-Home media company JCDecaux New Zealand has appointed business growth specialist Adam McGregor in preparation for its bid to win upcoming local government street furniture tenders across the country. With contracts for the provision of street furniture including bus shelters across New Zealand up for renewal from late 2022, they collectively represent the biggest advertising […]

ABC iview Goes Virtual With Fetch TV
  • Media

ABC iview Goes Virtual With Fetch TV

Fetch TV has announced that ABC iview will soon be available as a dedicated Virtual Playlist Channel on the Fetch platform. Virtual Playlist Channels (VPCs) were developed by Fetch to promote content discovery, and to provide a clear bridge between the traditional world of linear TV and the growing availability of on demand content via […]

Jackie Gillies Joins The Acast Creator Network
  • Media

Jackie Gillies Joins The Acast Creator Network

Jackie Gillies, businesswoman, psychic medium and cast member of The Real Housewives of Melbourne is bringing her sassy, inspirational and adventurous spirit to her new podcast Shine It Up, With Jackie Gillies, which launches today via Acast. Hosted and distributed by the creator-first podcast company Acast, the show will offer listeners inspiration and motivation to […]

Hungry Vax, Jabstar, JAB Hi-Fi: Aussie Designers Give Iconic Logos A Pro-Vax Revamp
  • Media
  • Technology

Hungry Vax, Jabstar, JAB Hi-Fi: Aussie Designers Give Iconic Logos A Pro-Vax Revamp

Crowdsourcing platforms DesignCrowd and BrandCrowd are promoting vaccination efforts in a unique way, launching a logo redesign contest among their networks of designers. The initiative saw iconic Australian brands such as Hungry Jack’s, Jetstar, JB Hi-Fi, and Bunnings undergo a redesign.  “We thought it would be fun to see some other iconic Australian brands back […]

Harper’s Bazaar Australia Appoints Jillian Davison As Editor In Chief
  • Media

Harper’s Bazaar Australia Appoints Jillian Davison As Editor In Chief

Jillian Davison has been named editor-in-chief of the recently relaunched Harper’s BAZAAR Australia. She will oversee all content, development and creative direction across the iconic magazine’s digital and brand platforms. Davison (pictured) succeeds Eugenie Kelly, who recently stepped down to pursue other opportunities. The announcement was made by Maureen Jordan, publisher of Harper’s BAZAAR Australia […]

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own
  • Advertising
  • Campaigns

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own

Freedom Foods and 72andSunny Sydney have launched the first advertising campaign for Australia’s Own range of plant-based beverages. The campaign introduces a new visual world and identity for the brand and captures the healthy, positive feeling you get when spending time in nature and when consuming Australia’s Own certified-organic, plant-based beverages. As well as featuring […]