Radio triggers more social media interaction than other media, according to the AudienScope Q3 behavioural insights research.

The research was revealed at the National Radio Conference by Australia’s radio audience measurement provider, GfK. The findings included:

Radio generates social media interaction with 61% of listeners interacting with social media.

AudienScope Q3 entitled Converting “Like” to Love shows the positive impact of radio’s social media presence and provides a high “ROR” or Return on Relationship.  Of those who engage with radio social media pages, 52% reported it had strengthened their relationship with the station in some way.

AudienScope is a national online survey of radio behaviour, providing context and additional perspective to the Australian radio ratings. The research is released quarterly and involves 5,000 respondents per year.  Believed to be the first quarterly behavioural study as part of an ongoing media audience measurement contract, it is a new initiative from GfK.

Ms Joan Warner, chief executive officer of Commercial Radio Australia said: “The AudienScope results show radio does have a unique relationship with listeners and when an on air shift ends, engagement continues across radio’s social media channels.”

Dr Morten Boyer, general manager of GfK Media, said: “The latest AudienScope research shows that the power of radio relationships extends to social media. This engagement broadens the way people can experience radio content and builds on the enviable bond that radio enjoys with its audience”.