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Radio survey four: The Edge once again biggest commercial station

The fourth GfK commercial radio survey has bean released today, showing 3.59 million New Zealanders aged 10+ listen to radio each week.

The reading of 3.59 million people, equivalent to 84 percent of New Zealanders, is down on the 3.66 million people who were found to listen to radio in the third survey released in September.

Narrowing the result further, the survey shows 3.32 million New Zealanders aged 10+ listen to commercial radio each week, equivalent to 78 percent of New Zealanders.

Of that commercial radio being listened to, it’s The Edge with the greatest audience once again, with 613,700 New Zealanders aged 10+ tuning in each week. Its continued hold of the top spot comes despite a drop, with its result in the third survey showing 624,400 people tune in.

Second and third spot once again went to More FM and The Breeze respectively. The former was found to reach 558,600 New Zealanders aged 10+ each week, while the latter reaches 527,900.

Further down the list, Newstalk ZB has taken over ZM for fourth place, with 507,300 New Zealanders aged 10+ tuning in each week. ZM’s audience dropped from 516,300 in the third survey to 496,400 this time around, seeing it move to fifth place.

Reflecting on the results, MediaWorks CEO Michael Anderson says radio remains an incredibly relevant platform for Kiwis everywhere.

“It is a medium with immense reach and is a great platform for local advertisers to build their brands in heartland New Zealand, with multiple touch points reaching audiences across all periods of the day. We continue to see the evolution of radio and with the introduction of podcasting it is maintaining high levels of relevance for all New Zealanders.”

NZME CEO Michael Boggs adds the continued growth of radio during the year is great news for both listeners and advertisers.

“Radio is a medium that continues to evolve and it delivers outstanding content to inform, entertain and engage with our communities every day. Radio’s ability to tell stories across multiple platforms continues to evolve.”

On top of individual station results, the survey found on average, listeners tune in for 17 hours and 6 minutes of commercial radio each week.

Fifty-eight percent of New Zealanders 10+ listen during breakfast time, 59 percent listen during the workday, and 62 percent listen in the weekends.

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