More Australians tuned into live and local commercial radio throughout 2017 than ever before, with an average cumulative audience of nearly 10.5 million people listening each week in metropolitan areas, growing the audience by more than 200,000 people.
With survey one of the 2018 GfK radio ratings underway, industry body Commercial Radio Australia has released a snap shot of commercial radio listening throughout 2017.
Chief executive officer of CRA, Joan Warner, said 2017 was another strong year with listening increasing across key demographics, particularly younger audiences.
“We’re particularly encouraged by the growth in listening among younger audiences. There’s a misconception that young people aren’t tuning in – but the data shows it’s one of their favourite mediums, with 79% of 18-24-year-olds tuning in every week.
Commercial radio’s reach of 18-24s has increased from 76% in 2016, and is at a four-year high, with a strong on-air talent line-up and the availability of listening via radio apps and online contributing to the positive results.
“Radio continues to be one of the best and most reliable ways for advertisers to reach younger audiences. With new lineups across a number of markets, 2018 promises to be an exciting year in radio,” said Ms Warner.
Throughout 2017, the data shows that 81.1% of all radio listeners aged 10+ listened to commercial radio. In car listening continues to rise with commercial radio reaching more than 64% of Australians in their car every week.
In the metropolitan capital cities more than 7.5 million people listened to commercial radio during breakfast each week (Mon-Fri) and nearly 6.8 million people listened during drive time (Mon –Fri).
DAB+ digital radio listening continued to grow throughout 2017. More than 3.6 million people throughout 2017 listened each week to DAB+ digital radio in the five metropolitan capitals, showing nearly double the number of people are listening via DAB+ than listened to radio via streaming. Without the data fees and battery life issues, the DAB+ listeners listened for 4 hours and 19 minutes longer than those streaming. There are now 26.6% of people in the five state capitals, listening on a DAB+ digital radio device.
The increased listening to DAB+ has prompted CRA to announce the DAB+ ratings will now be released on the same day as the regular GfK metropolitan market surveys. The first 2018 survey began on 21 January and results will be released by GfK on Tuesday 13 March 2018 (Click here for a full 2018 Radio Survey Schedule). To receive the radio audience survey result summaries in 2018 please register at the GfK website here.
Sources: GfK – Radio Ratings Survey 1 to 8, 2017