Listening habits over summer to be put under the microscope once again

Staff Writer

For the second year in a row, commercial radio will conduct research on summer listening in a bid to better understand listeners and deliver important information to advertisers.

Commercial Radio Australia chief executive officer Joan Warner said that while media consumption patterns changed during the hottest months of the year, radio listening tends to increase as consumers have more leisure time. 

“The summer listening report is a useful sales tool for radio networks as it demonstrates the power of radio during the warmer months of the year, before the start of the official ratings period,” she told Radio Today.

“The report highlights what types of media consumers are using, the formats that are most popular and why they’re listening. Interestingly live and local radio comes up trumps even for listeners on holiday away from their place of residence as they tune into local commercial radio at their holiday destination to find out what is happening.”

GfK will once again produce the 2018 Summer Listening Insights report nationally as part of its Radio Insights series, with more than 1,200 people to be surveyed online in both metropolitan and regional areas.

The research provides insights on listening during the holiday period between the last official radio ratings survey of 2017, which will be released on December 19, and the first survey period of 2018, which will be released on March 13.

You can find a summary of the first Summer Listening Insights Report, undertaken in January 2017, here.

Key takeaways from the last report include:

  • Nearly nine out of ten people listen to more radio in summer
  • 62% of listeners listen to local radio stations even when away from home at their holiday destination
  • 79% of younger radio listeners (aged 10-24) said they are more likely to listen to media in summer than watch it

Comment Form

Your email address will not be published.

Recent comments (0)
Post new comment


See all