Tough times could explain Australians leaning into radio as engagement rises

A new study released by ARN as part of their commercial insight series Australia Unplugged has shown the negative mood of the country after the series of economic blows that have left the average Aussie worse off than times passed. 

The research shows almost 2 in 3 people (64%) lack confidence that the Australian economy will improve this year and the same number are confident the economy will get worse (63%).

Over 4 in 5 people (82%) also revealed believe interest rates will continue to rise, but 52% believe their employer will look after them.

These results capture the increasing pressures of living faced by Australians, but ARN thinks this could explain the spike in breakfast radio engagement which is now up 19% to more than 3.3 million compared to 2.8 million a year ago. 

ARN’s Chief Content Officer Duncan Campbell, said, “In tough times we know people like to escape and we see the use of music radio increase as we are now – whether it be to stations like WSFM to hear the songs they know and love from better times to the fun of Kyle & Jackie O on KIIS 1065.”

“Music radio is one way people escape the day-to-day impact of these tough economic times. Our talent know and understand that, and the content on-air reflects the desire of the audience for content that is light and provides relief from the financial stress being felt throughout the community.”

In the survey, 31% of respondents said they choose to listen to audio because “it brightens their day”, compared with just 24% and 15% respectively for video and social media.  

The results from GFK Metro Radio Survey 1 revealed a 12.7% year-on-year increase in the number of Australians listening to ARN – a number outstripped at the time of day when people are feeling most exhausted on the way home from work, as drive time listenership increased by 16.2% to over 2.8 million people.