Radio all about the human connection

Research released today, shows radio has the human touch.

The AudienScope research insights were released by new Australian radio audience measurement provider, GfK.

The biggest finding is that radio delivers a ‘more human’ connection than other media and is the leader in ‘share of ear’.

AudienScope is a national online survey of radio behaviour, providing context and additional perspective to the Australian radio ratings. 

The research will be released quarterly and involve 5,000 respondents per year. 

Believed to be the first quarterly behavioural study as part of an ongoing media audience measurement contract, it is a new initiative from GfK who say: “While the radio ratings provide data on ‘who’ is listening to ‘what’, AudienScope looks at the reasons ‘why’ by delving deeper into listening behaviour. 

From the media release:

Key findings from AudienScope Q1, 2014 include:

• Radio is ranked first (ahead of TV, Digital, and Print Media) on keeping listeners company, relaxing them, making them feel good, and helping them to concentrate.
• “Share of Ear” shows radio captures 66% of listening, compared to music streaming (e.g. Pandora, Spotify, and iTunes radio) on 8%, and music collections at 25%.
• In a typical week, radio reaches 93% of younger people (under 25s).
• 43% of under 25s are likely to interact with their favourite radio station (the highest of any age group).

The AudienScope Q1, 2014 results can be downloaded at the GfK website here or CRA website.