As Jaye Albright writes on her Breakfast Blog, radio hasn't had much good news lately. But Canada's Radio Marketing Bureau has something good to report. Looks like people with active lifestyles also are active radio listeners...exactly the kind of consumers radio wants as listeners as well as for advertisers. Sharing the good news, the RMB reports:
According to the annual Foundation Research study of 1,012 Canadians, radio reaches 90% of adults 18+ every week. Lifestyle plays a big role in radio’s performance - the more active you are the more radio you listen to; working Canadians, parents and the affluent are all above average in terms of radio tuning with weekly reach of 94% or better.Radio, do a little Stuart Smalley, would ya? Get that mirror and work on the self-esteem. "I’m good enough, I’m smart enough, and dog-gone it, people like me."
"Radio plays an integral part in everyday life; it accompanies every activity, from driving and working to surfing online. No other single media can match radio for its versatility, audience characteristics and its unique ability to reach consumers anytime, anywhere." -- Chris Bandak of Foundation Research.
More highlights of the study include:
· 81% of adults listen to radio daily, second only to TV in reach potential. The percentage listening increases to 84% or more for working adults, wealthy Canadians and women with children.
· For 83% of adults, radio use in 2008 increased or stayed the same as the previous year; that percentage is equal to the internet and higher than newspapers (79%) and TV (76%).
· Adults spend more time with radio than any other media during a typical work day. They listen to traditional radio an average of 125 minutes and online radio for 34 minutes. Radio’s total of 159 minutes is 23% more than TV and approximately double that of the Internet.
· Radio accompanies Canadians throughout their busy day. 70% of Canadians listen to radio on the drive to work, school or shopping; Radio ranks highest of all media reaching consumers prior to a shopping occasion; 36% listen to radio while surfing the internet
posted by Chris Kennedy @ Friday, February 13, 2009,