People listen to radio more during the summer than watch TV or read newspapers, a new report from research company GfK claims.
The AudienScope survey, which looks at consumers’ radio behaviour, for the final quarter of 2014 found 84% of people consume more or the same amount of radio during the sunny months, compared to TV 76% and 54% newspapers.
“Stations often do their own research over summer but this is the first time we’ve done an all of industry survey into summer listening across the five state metropolitan markets,” said Joan Warner, CEO of Commercial Radio Australia.
“AudienScope Q4 is illustrates what we’ve known anecdotally – Australian radio listeners continue to tune into radio over the summer.”
The report outlined how the hotter months bring about changes in media consumption, with the research suggesting radio plays a big role in the family life during summer.
People use radio during summer for inspiration of what to do with their holidays, as the study indicated 65% of respondents tune in to find out about events and activities.
Morten Boyer, general manager of GfK Media, said: “A strong test of any relationship is whether it can survive change, and radio audiences undergo a lot of change during summer. The program content changes and many listeners are on holidays. Yet, even in this very different environment, the power of radio love is prevailing.”
In addition to consumers’ radio consumption, the report found audiences are spending more during summer on eating out (43%), attractions and fun parks (42%), cinema (31%), fast food (29%) and groceries (23%).
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