CRA - Commercial radio winning younger and older audiences

By AdNews | 18 April 2024

Australian commercial radio audiences have reached a new record, according to GfK Survey 2, with 12.27 million listeners tuning in.

The latest results showed growth in the number of listeners aged between 10 and 24, as well as those aged over 65.

“Commercial radio keeps reaching new records when it comes to the number of Australians that choose to make it part of their everyday lives, whether they are younger or older listeners” said Jo Dick, Commercial Radio & Audio (CRA) chief commercial officer.

“We love to see commercial radio continue to defy the stereotype that young people don’t listen, with more than 2.7 million listeners aged 10 to 24 tuning in, a year-on-year increase of 1.6%.

“Survey 2 also shows strong growth for listeners aged over 65, up 6.2% to almost 2 million when compared to the same time last year.”

The results also stayed strong for listeners in the 25-54 demographic, with 5.9 million tuning in every week and listening for 11 hours and 5 minutes.

Those who tune into commercial radio at work are listening longer, adding over an hour of extra listening a week to lift that figure (YOY) to 12 hours 9 minutes, ahead of at-home listening at 9 hours 47 minutes.

More than a quarter of listeners are choosing to stream commercial radio, with 3.13 million listeners spending 4 hours 22 minutes listening via streaming. Commercial radio streaming showed continued strong growth, boosted by people aged 18 to 24, which grew by 6.8% with 29.7% of that demographic using streaming radio across an average week.

“While we are seeing more people tuning in via digital radio or streaming, there are still many who listen the traditional way, whether that is on a radio at home or in the car – the beauty of radio is that there are so many options for people to listen and it can go with you wherever you are,” Dick said.

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