Radio Today
Staff Writer

GfK Radio Insights research shows radio’s reach extends far beyond the airwaves

Radio is proving itself to be a multi-platform media that engages audiences through a holistic offering of websites, social media, apps, podcast and live events, according to GfK’s latest Radio Insights research.

According to the “Radio… Beyond Listening” data, almost 65% of the 1,200+ radio listeners surveyed engaged with radio outside of traditional radio listening.

Other key takeaways to emerge from the data include:

  • 7 out of 10 listeners who interact with radio stations or presenters via social media usually engage when they aren’t listening
  • More than half of those aged 18-24 interacted with a station’s or radio presenter’s social media page in the last month
  • Two-thirds of people aged 10-24 engaged with radio via social media, apps, podcasts or events in the last year
  • 1 in 4 people visited a radio station’s website in the last month

The research highlights radio’s strength in influencing and engaging consumers, and shows radio’s success in building social media and digital platforms.

Almost a quarter of people also said their trust in the radio station had increased because of interacting with the radio social media page.

“This Radio Insights research reinforces the Radio Alive rebrand showing advertisers how radio develops strong connections with Australians through its social media interaction and provides additional ways to engage with radio listeners outside a traditional radio ad,” said Commercial Radio Australia CEO Joan Warner.

General Manager of GfK Media Dr Morten Boyer said: “Radio listeners don’t just consume radio content, they form strong relationships with their favourite stations and announcers. This is why they are keen to engage with radio across a variety of platforms, as evidenced by this latest Radio Insights release”.

Full details of the GfK Insights research can be found here.

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