Recent research and insights are showing that radio delivers a more human connection than other media and is the leader in “share of ear” according to the first AudienScope behavioural insights research, released in May 2014 by Australia’s new radio audience measurement provider, GfK.
The key findings included:
Radio is ranked first (ahead of TV, Digital, and Print Media) on keeping listeners company, relaxing them, making them feel good, and helping them to concentrate. “Share of Ear” shows radio captures 66% of listening, compared to music streaming (e.g. Pandora, Spotify, and iTunes radio) on 8%, and music collections at 25%. In a typical week, radio reaches 93% of younger people (under 25s). 43% of under 25s are likely to interact with their favourite radio station (the highest of any age group).
.
