Radio Survey: radio continues to grow its audience

The results of the second GfK Radio Survey of the year are out and with 86 percent of the New Zealand population (10+) tuning in each week, there plenty for the industry to be happy about.

The survey shows 3.66 million New Zealanders (10+) listen to radio each week, with 3.41 million New Zealanders (10+) tuning into commercial radio.

Compared to the first survey of the year, commercial radio’s total audience is up from the 3.39 million New Zealanders (10+) that were tuning in.

Radio Broadcasters Association CEO Jana Rangooni says with the industry continuing to deliver large audiences that are highly engaged and available for advertisers to reach on a range of highly targeted and defined brands it’s no wonder the 2018 ASA Revenue figures show radio at an all-time high.

“Radio is not a lucky industry to be thriving in the current media environment. We have always been lean, adaptable and nimble and that is why we are in such great shape today.”

Of those commercial stations doing well, The Edge (621,500 listeners), More FM (566,400) and The Breeze (552,100) hold the top three positions, respectively.

While they are the same top three from the last survey, this time More FM grew from 543,400 to move from third to second spot, while The Breeze dropped from 580,700 to move from second to third.

All three stations are owned by MediaWorks and group content director of music radio Leon Wratt says the strength of radio lies in its ability to develop brands that profoundly target the different tastes and interests of audiences right across New Zealand.

“The latest GFK results demonstrate that radio is continuing to do this – across all ages, stages and demographics from Kaitaia to Invercargill.”

Meanwhile, for NZME, it saw Newstalk ZB grow to 505,200 from 488,900 in the previous survey, while ZM grew to 504,800 from 502,700 to round out the top five stations below MediaWorks’ three.

NZME group director of entertainment Dean Buchanan says it’s another excellent survey for radio in New Zealand, again demonstrating that it is a highly engaged entertainment and information medium for Kiwis in their daily lives.

“Kiwi’s love radio on AM/FM, digital, video and on social media.”

As well as information about the stations listeners are tuning into, the survey also shows how the audience is listening.

On average, listeners tune in for 17 hours, 37 minutes each week. Of those listening, 60 percent of them do so during breakfast time, 61 percent listen during the workday and 64 percent listen during the weekend.

And for those using radio to target audiences of particular age groups, radio appears to be most popular in the 25-44, 25-55 and 45-64 groups.

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