While regular radio on-air teams take a break over the summer period, new research has revealed that their absence hasn’t had a big impact on Aussies’ listening habits.
According to GfK’s Radio Insights Summer Listening report, commissioned by Commercial Radio Australia (CRA), 87 per cent of listeners tune in to as much or more radio during the summer months.
Furthermore, 89 per cent listen to as much or more music over the period, 84 per cent listen to as much or more news, 64 per cent listen to as much or more talkback, and 55 per cent listen to as much or more sport.
The report found that that radio in both metropolitan and regional areas reaches 62 per cent of listeners at their holiday destination, and one in two radio listeners strongly agree that during the summer months they are more likely to listen to media than watch it.
The most important things when choosing a radio station to listen to during summer are the music (88 per cent), the entertainment factor (86 per cent), the information provided (77 per cent), the fun factor (76 per cent), news/traffic reports (74 per cent), and presenters/announcers (71 per cent).
The research also found that radio listeners are more likely than non-listeners to say they increase spending on groceries and eating over summer.
Radio listeners aged 18 to 24 are more likely to increase their spending over summer, with 39 per cent more likely to spend more on eating out, 35 per cent more likely to spend more on fast food, and 30 per cent more likely to spend more on groceries.
CRA chief executive Joan Warner said while media consumption patterns changed over summer, this second summer survey shows radio listening often increases because people have more time while on holidays.
“People are listening to the radio as they travel and are tapping into the local community at their holiday destinations for information and entertainment,” she said.
“The Summer Insights once again shows radio is very effective over the summer period in reaching consumers even when they are out of their regular routine.”
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