Commercial radio listening time up by almost an hour in 2023
The average Australian is listening to almost an hour more radio each week this year compared to last, according to the latest GfK Radio survey.
Survey four found radio consumers are listening for 13 hours and 25 minutes per week, representing an increase of 54 minutes from the same period in 2022. Some 82% of Australians (12.21 million people) are tuning in across the five major metro markets each week – a total increase of 220,000 listeners compared to last year.
Surprisingly, it’s the younger demographics leading the charge. Nearly 88% of people aged 10-24 listen to commercial radio each week, for an average of 10 hours and 15 minutes – an increase of 1 hour and 39 minutes, year-on-year.
The number of listeners streaming commercial radio each week grew to 3.29 million, up by 122,000 since the last survey.
Ford Ennals, chief executive of industry body Commercial Radio & Audio, said the medium’s longevity speaks for itself.
“Commercial radio is preparing to celebrate 100 years on air in Australia this year and we want to thank our listeners for their loyalty and for tuning in every day,” Ennals said.
“Radio was the original live social medium, inspiring talk and connection, and these results demonstrate its timeless appeal across all age groups.
“Breakfast continues to be the powerhouse but it’s great to see audiences reaching all-time highs for afternoons as well as for listening at work.”
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Nathan Jolly is the Deputy Editor of Mumbrella. He joined the team in July, 2023.
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I doubt that 10-24’s increased listening increased by 1 hour and 39 minutes to an average 10 hours and 15 minutes per week.
It is more likely that the prior measurement wasn’t capturing that demographic’s listening under the prior measurement system with its blend of data collection techniques. I think GFK decreased their reliance on survey books and increased electronic data capture.
If that is the case it is not a ‘trend’ but a more accurate measurement.
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Does anyone believe this?
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