Radio is hot entertainment over summer: GfK report

GfK’s AudienScope report for Q4 2014 shows radio is the medium consumers are the most engaged with in summer, with 84% of people using radio more or the same over summer, compared to TV 76% and 54% newspapers. 

While regular radio on air teams traditionally take a break over the Christmas and New Year period, the GfK research released today by CRA, shows radio is reaching a holiday audience that is engaged and has more time to listen.    

The AudienScope report showed while summer brings change to consumers’ lifestyle, media and radio consumption, radio plays an even greater role for families during the summer and school holidays with 65% indicating that radio gives them ideas or inspirations for what to do and see over summer.

CRA’s Joan Warner said: “Stations often do their own research over summer but this is the first time we’ve done an all of industry survey into summer listening across the five state metropolitan markets. 

“AudienScope Q4 is illustrates what we’ve known anecdotally – Australian radio listeners continue to tune into radio over the summer.”

The research also shows 64% of people listen to the radio stations at their holiday destination. In addition summer audiences are spending more in summer on eating out (43%), attractions and fun parks (42%), cinema (31%), fast food (29%) and groceries (23%).

Dr Morten Boyer, General Manager of GfK Media, said: “A strong test of any relationship is whether it can survive change, and radio audiences undergo a lot of change during summer. The program content changes and many listeners are on holidays. Yet, even in this very different environment, the power of radio love is prevailing.”

AudienScope is a national online survey of radio behaviour, providing context and additional perspective to the Australian radio ratings. The research is released quarterly and involves 5,000 respondents per year.


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