Commercial Radio Australia research shows more listeners tuning in while driving
The number of people listening to the radio in their car is on the increase in Australia despite the challenges from new apps and technology, a report has found.
According to figures released today by Commercial Radio Australia (CRA), the medium grew its weekly cumulative audience by 2.4 per cent in 2013 with more than a third listening in their cars.
Although the home continued to be the main place of listening last year, accounting for nearly half (45 per cent) of all audiences the number of people listening in their cars rose from 34 per cent in 2013 to 36 per cent in 2013, continuing a two per cent increase year on year since 2008.
Breakfast remained the most listened to timeslot with more than seven million people listening from Monday to Friday each week as almost 6.5m listened to the Drive show in Australia’s five capital cities.
Figures also indicated that commercial radio reaches 9.7m people, 62.5 per cent of the population, while they are driving.
The highest cumulative audience was found to be among 10 to 17-year-olds, as research found 85.6 per cent of the demo were listening to commercial radio last year, followed by the 40-54 age group, of which 80.4 per cent were listening.
Joan Warner, CEO of the CRA industry body, said: “Australians continue to support commercial radio, listening to their favourite station in the car, at work, on DAB+ digital and at home.”
The research is based on an average of the eight ratings surveys throughout the five cities in 2013, the final surveys by Nielsen, compared with the previous year. GfK became the official radio audience measurement provider from January 1, with the official survey period commencing January 19. The first ratings for 2014 will be released on March 11.
Yes well commercial radio is rubbish if you want anything that is intelligent discussion or in some station the TRUTH which is in short supply.
I have Digital radio which gives me more choice at home,rather than the moronic raving on Talk back.
When they get around to digital car radio it will be better I either listen to the ABC but in Perth that can be a trial given the presenters so I listen to music radio anything other than 6pr
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I think we call this a step change probably due to some form of supplier effect or the change in methodlogy. A little bit of openess about this would be far more beneficial than trying to pretend that what we are seeing is a real change.
No wonder GFK won the tender when their method is able to grow the cumulative audience for radio. This will help the stations deal with the step changes in share in each market as the pie just got bigger, so a smaller slice of a bigger pie should keep most happy.
Always a good time to drop this into the market when everyone is still on hols.
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