Third Radio Survey: Listenership for the 25-54 age group, crucial for advertisers, grew by 116,000 listeners to 6.2 million weekly, the latest GfK Survey 3 results show.
Commercial radio saw an increase of 53,000 listeners, with 12.5 million Australians tuning in weekly, while streaming grew to 3.3 million weekly listeners, up by 55,000 Australians YOY.
“The 25-54 demo growth tells you everything about radio's commercial appeal; we're adding 116,000 weekly listeners in the group that drives purchasing decisions,” said Lizzie Young, CEO of Commercial Radio & Audio (CRA).
"Streaming gives us new ways to reach them, but the fundamental advertiser value remains the same: engaged audiences during high-attention moments.”
In-car listening continues to deliver growth, adding 266,000 weekly listeners YOY to reach 10.3 million Australians weekly.
Time spent listening (TSL) to commercial radio at work was up 48 minutes to 12 hours 48 minutes.
Commercial radio streaming in cars grew 11 minutes to 1 hour 37 minutes, while home streaming was steady at 3 hours 34 minutes.
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