Summ’it aims to connect audiences through audio storytelling
Commercial Radio & Audio has welcomed the results of GfK Survey 3 2024, released June 4, revealing year-on-year growth in morning show listenership, now reaching a record number of 7.19 million. According to CRA, nearly 58% of commercial radio’s total audience tune in to kickstart their day. Furthermore, increases show across the rest of the morning and into afternoon programs.
CRA says in-car listening saw considerable growth, with more than 10 million listeners. An additional 258,000 listeners mark a nearly 3% increase compared to the same period last year. “The rise in morning listenership, partnered with increased engagement during commutes, shows how seamlessly radio integrates into our lives,” said Jo Dick, CRA’s chief commercial officer. “Radio’s not just a source of information and entertainment; it’s a central part of our routines.”
At-work commercial radio audiences are dialing in for an extra 42 minutes per week, lifting the YOY figure by 6.2%. Likewise, at-home time spent listening has seen a 6.1% rise. TSL for those aged 18 to 24 and 55 to 64 increased by 3.6% and 2.5%, respectively.
The figures suggest climbing audience numbers are across most demographics. “It’s great to see our audience consistently growing. With 18 to 24-year-olds listening for almost 11 hours weekly, radio’s appeal clearly spans generations,” Dick adds.
Morning listening time sits at an average of 2 hours 43 minutes for commercial DAB+-only stations. Moreover, commercial radio listeners via streaming grew to 3.28 million. Morning streaming alone has risen by 13% since the last survey, reaching an audience of nearly 1.38 million. Additionally, 122,000 new listeners were welcomed to at-home streaming. This 5.4% growth brings the audience total to 2.37 million.“
Survey 3 highlights the strength of commercial radio as it continues to evolve in tandem with shifting listener habits and their growing preference for flexibility,” Dick said.
You access the latest Australian commercial radio ratings here.
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