Research: Radio Triggers More Social Media Interaction

Research: Radio Triggers More Social Media Interaction
Vasinee Jordan
By Vasinee Jordan



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.

AudienScope3

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”.




Please login with linkedin to comment

Marketing Myth Mobile App New App Ten Tyler Oakley

Latest News

Sydney Comedy Festival: Taking The City & Social Media By Storm
  • Media

Sydney Comedy Festival: Taking The City & Social Media By Storm

Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]

Global Marketers Descend For AANA’s RESET For Growth
  • Advertising

Global Marketers Descend For AANA’s RESET For Growth

The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA  Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]