The commercial radio industry has commissioned GfK to undertake a fourth annual summer listening survey to examine how consumers engage with media and radio over the holiday season.
The survey will cover consumers in both metropolitan and regional Australia and will look into how and why audiences stay connected over the warmer months.
“Radio plays an important role over summer and with the need to stay abreast of the bushfire season and COVID news, it will be useful to see how media habits change as the new year gets underway,” said Commercial Radio Australia chief executive officer Joan Warner.
GfK’s last Radio Insights Summer Listening Report conducted in January 2020 found that 94% of Australian radio listeners agree radio is a great source of information during the summer season, and 74% said they look to radio for information during an emergency.
Summer radio listening has maintained steady reach over the past three years, with over 80% 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.
Ninety percent of listeners said radio keeps them informed when they are on the go in summer.
Radio is also a source of inspiration, with nine out of 10 listeners saying that radio helps give them ideas about things to see and do.
Young people aged 10-24 are the most engaged radio listeners in summer, as 82% are more likely to listen to media than watch it and one in five state that they listen to more radio during that time.
View the 2020 GfK Radio Insights Summer Listening report infographic here.
Please login with linkedin to commentGfK Radio Insights
To celebrate brands going “above and beyond to act with purpose”, Mumpower has announced its first-ever consumer choice awards. The ‘Vote on Purpose’ Australian Business Award 2021 aims to crown Australia’s favourite purpose-driven company, with Mumpower now calling on both corporations and Mum shoppers to nominate a value-led company or a specific brand campaign that […]
Sports fans will have to pay $10 a month to sign up for Stan Sport when it launches later this year, according to reports. The Nine-owned Sydney Morning Herald, is today reporting that Stan (also owned by Nine) will offer Stan Sport as a supplementary service, meaning fans must also have a subscription to Stan’s […]