Aussies stay glued to the same radio station: YouGov
Six out of ten Australians are taking the advice of their radio deejays and keeping their radio locked to the one station, according to new YouGov data.
YouGov Profiles covers demographic, psychographic, attitudinal, and behavioural consumer metrics in order to offer up a picture of radio consumption in Australia. It uses rolling data, rather than isolated surveys, to gather a more complete picture.
According to the most recent data, 60% of Australians will always listen to the same radio station, with ABC NewsRadio the most popular station, nationally, with 16% of Australians tuning in in the past month.
This was followed by Triple M (13%), Triple J (12%), and Nova (11%).
YouGov also asked Australian consumers “where would they recommend advertisers promote their offerings to catch their attention”, with almost half (49%) opted for online, and 26% choosing radio. This is compared to billboards (19%), printed newspapers (15%), and printed magazines (10%)
Interestingly, this ‘noticing’ of radio advertising goes against what Professor Mark Ritson believes is the secret power of radio – its ability to be subconsciously absorbed by listeners, and double the value of any campaign.
“I have this hypothesis,” Ritson told Mumbrella last month — I’ve said it for years to clients — radio is a great sidekick.”
If these YouGov results are anything to go by, it may be time for radio to step into a leading role.
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