Nine out of ten (91.1%) daily listeners listened to radio between December 3 2023 and January 28 2023, according to research released by Commercial Radio & Audio (CRA) and compiled by GfK using their wearable technology, the MediaWatch.
CRA CEO Ford Ennals says it’s a common misconception that radio listening drops off as the holiday season approaches, but these figures show that average daily listening in summer is close to year-round levels.
“The research shows listening starts later in the day as we aren’t rushing off to work," he says.
"Between 9.30am and 3pm Monday to Friday the proportion of listening increases for all audiences by 4.4% over summer, and for listeners aged under 40, this proportion increases by 10.8%,” Mr Ennals said.
The GfK MediaWatch uses audio matching to identify when participants are listening to a radio station. The devices are also equipped with heat and motion sensors to confirm the watch is being worn.
Ennals says this is the first time CRA have released insights from the GfK MediaWatch, which captures and encrypts the sounds the wearer is listening to and matches it to recordings of every station in the metro markets.
“These insights are useful for agencies and their clients as they can use them to inform their summer campaigns – and it is clear that radio remains a powerful way to reach audiences all year round," he says.
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