Radio listeners are passionate, loyal and eager to share what they’ve heard on their favourite station, according to the second AudienScope behavioural insights research released by audience measurement provider, GfK.
AudienScope Q2 from GfK looks at the enviable relationship between a radio station and its audience. With a little help from some well known Australian song titles, the latest insights show that commercial radio listeners build a strong, lasting and deep relationship with their favourite station and they like to talk about what they’ve heard.
Results are from a national online survey of radio behaviour, providing context and additional perspective to the Australian radio ratings. This is the second AudienScope research which is to be released quarterly and involves 5,000 respondents per year. The AudienScope initiative, is believed to be the first quarterly behavioural study as part of an ongoing media audience measurement contract.
While the radio ratings provide data on “who” is listening to “what”, AudienScope looks at the reasons “why” by delving deeper into listening behaviour.
Key findings from AudienScope Q2, 2014 include:
- “Somebody that I Used to Know”
9 in 10 listeners would miss their favourite radio show if it was taken off air permanently.
- “Absolutely Everybody”
Each week, 1 in 2 listeners talk to others about what they heard on radio. The majority of people (95%) listen at least weekly, with over three quarters (77%) listening daily.
- “Truly, Madly Deeply”
Compared to other media, radio listeners are twice as likely to have just one favourite radio station.
- “Never Tear Us Apart”
4 out of 5 listeners have been listening to the same radio station for more than two years.
Ms Joan Warner, chief executive officer of Commercial Radio Australia said: “The AudienScope results show us that radio does have a unique relationship with listeners and loyalty to a brand is what every advertiser is thriving to achieve.”
Dr Morten Boyer, General Manager of GfK Media, said: “The latest AudienScope research shows how powerful the relationship-building potential of radio is. Modern marketing is not only about products and brands; there is an increasing focus on the value of developing a relationship with your audience and consumers, and radio clearly provides a unique platform for this purpose”.
AudienScope Q1 showed radio delivered a more human connection than other media and was the leader in “share of ear”.
B2B global marketing, content and communications firm, AZK Media, has announced the appointment of leading business and technology journalist, Athina Mallis [feature image], as its Senior Content and Communications Specialist. The appointment follows continued demand for the consultancy’s outsourced CMO capability, as organisations look for more specialised and value-add models of marketing since COVID-19. “Now […]
There may still be physical borders in places, but for QLD and WA there are now even more ways to connect. Longtime representatives of industry up-and-comers Youngbloods and mentoring program The Trenches are expanding to launch the program in more states. Formed in 1995, Youngbloods champions and provides opportunities for young people in the industry. […]
Independent, regional full-service marketing agency, Barefruit Marketing, has unveiled new packaging design for up-and-coming Ballina-based brewery, Seven Mile Brewing Co. The agency was delighted to be awarded the brief from Seven Mile Brewing Co. to redesign the packaging of their three core craft brews; American Pale Ale, Cali Cream and West Coast IPA. It was […]
Independent, Australian-owned and operated Venetian Media Group has appointed Michael Fishwick to the position of Chief Executive Officer off the back of two new company acquisitions and significant revenue growth for the Group. Fishwick assumes the role after 14 years working within the company, most recently in the position of Chief Operations Officer where he […]
A cast of eminent Australians, Olympic athletes, sporting legends and industry experts including Lucy Turnbull, Michael Knight, Louise Sauvage and Brad Fittler feature in a dynamic new podcast Beyond the Games hosted by TV sports commentator Mark Beretta celebrating the Sydney Olympic and Paralympic 20th anniversary. Commemorating the Games could not be done by bringing […]
Surry-hills based digital marketing agency, Whitehat Agency, has announced two new client wins, welcoming Layne Beachley to the fold as she launches her new self-empowerment platform, Awake Academy, as well as the iconic Coogee Bay Hotel. Layne selected Whitehat to bring her online platform to life, with Whitehat providing a full suite of services from brand development, website […]