McNair Ingenuity Research 2012 / 2013
The Community Broadcast Association of Australia commissions a biannual independent survey of the sector from McNair Ingenuity Research.
How long do they listen?
How many listeners?
In an average week 15,648,000 Australians listen to radio, 4,446,000 (25%) of those listen to Community Radio each week and 10,611,000 (59%) listen occasionally
How long are people tuning in for?
Community Radio listeners are dedicated and consistent, with the average listener tuning in for 14.1 hours a week
Why do they listen?
The number one reason Australians listen to Community Radio is for local information and local news
Why do they listen?
A third of the Community Radio audience listen for Australian music and its support of local artists
What do they like?
Almost a third listen for Independent opinions delivered by local voices that sound like real people
When do they listen?
Listening is spread strongly across all parts of the day: Breakfast 57%, mid-morning 55%, Afternoon 46%, Drive 55%, Evening 30%, Overnight 10%
Who is listening?
The diverse Community Radio audience closely mirrors the wider Australian population across gender, age groups, employment types, occupations and income levels. 80% of Community Radio’s audience fall into the Main Grocery Buyer category
Where are they listening from?
Community Radio listening is strong across the 8 metro markets (cap cities) and is consistently strong across all non-metro markets, averaging 25% of the available audience across all markets
Is it valued?
Community Radio received a highly valuable rating by 95% of the audience
How do they listen?
Community Radio audiences access programming in multiple ways, 92.6% on AM/FM, 6.6% on FM & Digital, 0.8 Digital only, 53% listen online at some stage and a third access Podcasts
References; McNair Ingenuity Research Pty Ltd 2012. For all information regarding the “Community Radio National Listener Survey”, conducted by McNair Ingenuity Research goto: the Community Broadcasting Association of Australia’s website: www.cbaa.org.au Full survey available for download from www.cbonline.org.au