That’s the question asked by researchers compiling the latest Midas survey published by Rajar. With the increasing popularity of connected devices such as tablets and smartphones, MIDAS shows how listeners are embracing the multi-platform and multi-device offering.
Top line findings are:
- Live radio accounts for a 77% share of all audio listening.
- Over 57% of live radio listening is carried out while driving / travelling.
- Live radio has a 90% reach across all audio listening.
- 33% of adults listen via AM and FM with 31% via DAB. The remaining 36% is via other devices (laptop, smartphone / tablets etc.
- 25 million (or 46% of the population) have downloaded a radio app.
Listening on FM or AM is still the most popular way to consume live radio, but DAB is growing - as is listening via smartphones, up from 3% 12 months ago to 10% today. The increase in smartphone ownership, as well as other connected devices, means that advertisers can now use valuable data from logged-in listeners to develop more precise targeting.
Overall, radio listening remains the most popular form of audio. With more platforms, such as DAB and online listening, there is now a bigger choice of commercial stations available from brands such as Global and Bauer, plus other smaller groups and independents.
At Goodman we know all about ensuring our client's ads get seen AND HEARD! We have been planning, buying and advising our clients on all forms of radio advertising since the day we started, so if you need help in choosing the right environment, measuring your marketing activity, planning creative as well as working both traditional, Social and digital advertising into your marketing strategy and reaching the right audience at the right cost for your business, we'd love to help you make the most of your options. Call us now on 0845 225 5555