Figures published by Commercial Radio Australia indicate increasing popularity of comercial radio in Australia, with CRA Chief Executive Officer Joan Warner arguing the strong performance to be particularly healthy given an increasingly competitive media market. ‘Busy, mobile Australians are particularly strong radio listeners because of its accessibility while they are on the go – at work, driving, relaxing at home or using the Internet,’ she says.
Based on audience data produced by The Nielsen Company using eight ratings surveys in the five capital city markets during 2010, the report shows an average audience of 9.19m each week – 250,000 more than 2009’s 8.94m, which itself was up from 8.79m in 2008 and 8.74m people in 2007.
The survey also showes that home is still the main place of listening, accounting for 47 per cent of all commercial radio use. On average, Australians spent over 16 hours per week listening to commercial radio during 2010, or 150 minutes per day.
