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.
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.
Does anyone believe this?