Radio survey: total audience tuning into radio waves remains stable

Its radio survey time again and in the third round for 2018, 3.66 million New Zealanders have been found to listen to radio each week, with The Edge seeing the biggest audience.

According to GfK’s third survey of 2018, 86 percent of New Zealanders aged 10+ listen to radio each week, with 3.4 million (80 percent) tuning into commercial radio each week.

The numbers remain stable since the second survey, when again 3.66 million New Zealanders were found to listen to radio, with 3.41 million listening to commercial radio.

Of that commercial radio being listened to, The Edge remains the most popular with 624,400 listeners tuning in each week. Similar to the previous survey, it was followed by More FM, which this time as increased its cumulative audience to 586,700 from 566,400.

And coming in third, yet again, is The Breeze, which sees 521,600 New Zealanders 10+ tune in each week.

Further down the list, a change of rank has been seen with ZM over taking Newstalk ZB for fourth spot. ZM’s grown 11,500 to reach 516,300 listeners, while Newstalk’s growth of 7,800 listeners saw it reach 513,000.

Radio Broadcasters Association chief executive, Jana Rangooni says whether it’s a mix of music that’s just right, a breakfast show that makes you laugh, an interview on talk radio that helps you understand the news of the day or the debrief of Saturday night’s All Blacks test, radio continues to be an integral part of our lives on a daily basis.

She adds the industry has worked hard to ensure the different brands are targeted to different audiences and there is music, news, entertainment and information for those audiences.

On top of this, radio has embraced new platforms so audiences can connect in the ways that works for them.

The survey found on average, listeners tune in for 17 hours and 44 minutes of commercial radio each week. When looking at listening behaviour from Monday to Friday, 60 percent of New Zealanders 10+ listen to commercial radio during breakfast and 60 percent listen during the workday.

In the weekends, 64 percent tune in.

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