New CRA analysis says radio listening is up during lockdown
Listeners are spending more time with radio throughout COVID-19 lockdown restrictions.
Australians are listening on average for around 1 hour 46 minutes longer per week compared to the weeks prior to the lockdown, according to new analysis from Commercial Radio Australia.
This is according to data collected from GfK’s Survey 2, looking at a three-week timeframe before the initiation of Government restrictions.
Nearly 1.4 million more people across Australia are listening to radio at home in the midst of COVID-19 restrictions, with TSL at home up by over four hours each week, accounting for a 61% share of listening (up from 43% pre-lockdown).
Australians are still turning to breakfast and drive radio programs amid the COVID-19 pandemic.
TSL to breakfast and drive radio across each week during COVID-19 lockdown restrictions have shown stability in line with the usual robust results for those dayparts, with increases of 10 minutes and 12 minutes respectively for the 5.30am to 9am weekdays and 4pm to 7pm dayparts.
“There is no doubt that radio is reaching Australian audiences during the COVID-19 pandemic,” said CRA chief executive officer, Joan Warner.
“While their place of listening to radio may have changed during this crisis, audiences remain loyal and are seeking out familiar and trusted voices on radio to give them the latest live and local news and provide them with entertainment no matter the time of day.”
Increases in TSL during current restrictions have been seen across the board for all dayparts during the lockdown, as audiences turn to radio to keep them informed.
During the Monday to Friday work week, TSL between 9am and 4pm has jumped by just over an hour compared to the same period before restrictions, while weekend TSL from 9am to 4pm has increased by over 35 minutes within the same three-week to three-week comparison.
Although share of listening at work dropped to 15% during lockdown (compared to 19% before restrictions), the amount of TSL by those at work has gone up by over one hour.
While share of listening in the car has seen a decline – down 13% – the increase in people listening at home has exceeded the decrease in share of listening in both of those areas.