Radio Listeners and Revenues Rise in 2004

The number of listeners to commercial radio has increased in 2004, with the biggest jump of almost 3% in 25-39s and drive programs benefiting most.

Analysis of surveys 1-8 across all metropolitan markets reveals commercial radio’s average audience is 1.24 million people for a quarter hour in any time period across Australia for all people aged 10+ – a rise of 0.6% per cent on 2003.

The analysis also shows most people listen at breakfast, with an average national audience per quarter hour, Monday-Friday, of 2.04 million.

The biggest increase during the day has been in the drive timeslot, which has grown by around 4% for all people 10+.

Time spent listening to commercial radio for people 10+ is, on average, 18 hours and 58 minutes each week.

Overall during 2004, commercial radio has reached 82% of Australians aged 10+ in an average week, with most listening at home (48%), car (25%), work (25%) and other (2%).

Commercial Radio Australia CEO, Joan Warner, says radio industry has enjoyed a strong year, with growth in the number of listeners as well as advertising revenues.

“The latest Pricewaterhouse Coopers figures show a 12% increase for the five main metropolitan markets to a total of $56.7 million, compared to the same month in 2003. For the five months year to November, there has been a 13.5% rise to a total of $253 million.

“The radio industry has recorded one of its strongest years on record for advertising revenue, highlighting the success of the industry’s $40 million marketing campaign and other initiatives, aimed at boosting awareness about radio’s effectiveness.

“The industry’s job for 2005 is to build on this success and ensure continued growth for radio in what will be a very competitive media environment.”