09 February 2024

Radio stays switched on over Summer

Radio listeners stay tuned in all Summer long, according to new research released by Commercial Radio & Audio (CRA) and compiled by GfK using their wearable technology, the MediaWatch.
91.1% of daily listeners continued to listen to radio between 3 December 2023 and 28 January 2023 – proving that radio listening remains strong during the holiday period.
CRA chief executive officer Ford Ennals welcomed the findings: “It’s a common misconception that radio listening drops off as we all go on our break, but these figures show that average daily listening in Summer is close to year-round levels at 91%.”
“The research shows listening starts later in the day as we aren’t rushing off to work. Between 9.30am and 3pm Monday to Friday the proportion of listening increases for all audiences by 4.4% over Summer, and for listeners aged under 40, this proportion increases by 10.8%,” Mr Ennals said. 
The data was compiled using the GfK MediaWatch, which was introduced as part of Radio 360.
“This is the first time we have released insights from the GfK MediaWatch, which captures and encrypts the sounds the wearer is listening to and matches it to recordings of every station in the metro markets,” he said.
“These insights are useful for agencies and their clients as they can use them to inform their Summer campaigns – and it is clear that radio remains a powerful way to reach audiences all year round.”  
Source: GfK MediaWatch Panel, SMBAP, P10+, Mon-Sun 12mn-12mn (unless otherwise stated). Summer period Dec 3 2023 to Jan 28 2024 is compared to the pre-summer period Sept 24 2023 to Dec 2 2023