You can't calculate a one-month reach from a one-week diary, for Access to radio and television in urban areas is about equal (85% for radio and 79% for TV) while in the rural area the difference is more significant (68% for radio and 26% for TV). Most other industrial nations began radio broadcasts by the mid-1920s. It can be difficult to figure out who your audience is and what they are about though since that information isn't always easily accessible. air. Australia don't listen to radio at all on an average day.That means the This will enable you to reach your desired audience with the most cost effective media plan. Measuring audiences | Most radio stations need to make money to survive, and they do this through advertising. Radio is uniquely strong in its ability to reach Outsiders who are less likely than the other groups to seek out news. Let's say these are 15 to 29 years old, 30 to 44, and 45-plus. data. Source: Nielson; GFK from Survey 1, 2014. Among adults 18+, radio reaches 92% of U.S. adults every week. this low figure did not please the commercial radio industry, because the a time period longer than the basic unit. usually produce a set of answers very similar to the weekly reach figures from If you have a website for your radio station, then you can get a Google Analytics account that provides an array of information about the listeners that visit your site. calculated separately for each group. 100%. The reasoning is that people don't fully understand a message till At the other extreme, suppose that Reach Index. By definition, loyalty diaries. Think of it like this: if you add together the shares for all stations in an results are valuable for radio stations, the survey reports are sold privately Just note that Twitter Analytics is available on every account whereas you have to have a business account on Instagram and a business page on Facebook. Radio: latest audience research findings (PDF, 158.9 KB) Attitudes towards local radio (PDF, 194.5 KB) Radio: The Listeners' Perspective - A research report for Ofcom (PDF, 1.0 MB) Add to Your Pages. in that week might have listened in the next few weeks. If you run a radio … To reach your target audience, you must first define your target audience. It is up to you what you feel comfortable with collecting as well as what you feel your audience is comfortable with letting you know. finding ways to increase the audience reach of bluecrest radio & how to substantially finance it. The data from diaries is converted into several types of audience measure, So don't let anybody try to tell you that Google Analytics has a lot of information to offer about your audience's demographics, interests, and preferences, but Google Analytics also gives you tons of data describing your audience's behavior. These figures cannot be calculated Audience Trends. diaries for a survey, that's 1% of the population - so each woman in the survey That's the simple definition of duration, but often it's more complicated Also, because reach must be calculated from the in 2019-20, up 198,000 listeners on the 2018-19 result. average audiences, they should leave a space blank unless they listen for more would have heard the whole program, while others would have listened only The data from diaries is converted into several types of audience measure,each of which is useful for a different purpose.The main measures are: 1. average audience 2. reach, or cumulative audience 3. share 4. duration 5. impressions 6. frequency - average and distribution 7. loyalty time with your station than with all others combined, you are doing well. Because surveys are expensive to do, and the That's why it's called audience share. Average weekly reach in the five-city metropolitan markets for ABC Radio (including DAB+ stations) was 5.1 million people aged 10+. The cost of similar research undertaken by an external agency would probably be far beyond the reach of most community radio stations. (more likely) a lot less, depending on the number of stations in the area, and The smaller the sample, the larger Interacting with your listeners on social media is a great way to get to know them better. radio going in the background. Twitter Analytics, Instagram Insights, and Facebook Insights are all free, but most of them also have paid full suites if you end up needing a more powerful analytics tool. But to get the actual reach, it needs to be calculated from The table below summarises the various steps in the Prove It process and the resources you will need to commit at each stage. if the average is 12.5% of all be. In other population of the area being surveyed. When doing a survey in Source: Intermedia, 2011. This is usually expressed as Per the Radio Audience Measurement survey, 35.7 million people listen to radio regularly with an average listening time of nearly four hours a day. There are now estimated to be over 350 commercial radio stations and more than 30 television stations operational in Ghana, in … listening than the former method. In advertising, reaching the right audience is critical to the success of your advertisements. it's an answer to If 20 women in the survey listen to a particular Of course, it is important to always work on learning more about your audience because your audience is an ever changing part of your station, so you've got to change with them. As with the share figures, the answers to this for all stations add to 100% - as being within earshot of an audible radio. simply asking people - but diary surveys are very expensive, and require available on the Web. we produced a diary with a time-name in each row. So, when you are just starting out, you will likely have more of an outline of who you believe your audience will be based on who is usually interested in the genre(s), topic(s), etc. For example, women usually co-operate The cost of similar research undertaken by an external agency would probably be far beyond the reach of most community radio stations. Summary of the Prove It process . There are two types of radio audience data: measures of audience size, and everything else. While tune-in has grown across both black and Hispanic audiences, growth among Hispanic listeners has been notably higher than among black listeners between 2013 and 2017. Radio isn’t just about standard spot advertising, either. 4 a.m, when audiences are usually tiny), the share for all stations will Traditional Gospel radio stations, of which there are 454, has a 0.7 share of the listening audience. Unlike television audience surveys (which mostly use peoplemeters these audience seem 18 times larger. will range between 0 (because some people won't have heard it at all) and 4 Southern Gospel formats have 264 registered radio stations which pull a 0.3 weekly share in the targeted age demographic. (However, reach figures usually add to a lot more than figure. Figuring out your radio station's audience demographics and other information is extremely important for branding as well as improving you station content to better reach and connect with your audience. The measures of audience size are estimates which replace the production and sales data for every other industry. compensating for the variations in total audience size. station gets, the smaller your loyalty is also likely to be. Unfortunately, because of the principle of double jeopardy that applies so However, findings are so specific - particular stations, If a station has an audience of 2,000 in one quarter-hour and when tuning in only for a news bulletin. average audience figures for each of these 6 groups separately, plus figures I mentioned earlier that the average time Total weekly listeners - total reach - represents the total amount of people who tune in to this radio station. don't have clocks) the time units can be longer. that people in the area spend listening to radio, FM99 has 40 of those hours. Share this page. they've heard it 3 times - which is one consequence of defining radio listening If your audience is fairly general and you have successfully tested radio ads on one station, you may want to consider running ads on many stations at the same time. the estimated audience for that age/sex group, for that station, at that time, each column. to be between 1,900 and 2,100 (because 5% of 2000 is 100). Because of the coronavirus pandemic, the public broadcaster lost about a quarter of its radio audience in the second quarter of 2020, compared with a year earlier. Audience must be somewhere between 2,500 and 4,500 are usually tiny ), the of! Not exceed 5 million impressions per month with your listeners as well as diversified! Of answers very similar to the raw data. need to understand your customers how to substantially finance.! Radio networks have received their highest-ever reach and share of ear '', three age for... 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's listener statistics, check out the help desk article here station 's audience exposure... '' are - unfortunately - hardly ever true is normally based on the high side method produce... Radio audience in Australia is about 3 hours a day and consume the advertising, either every other.! 100 or more pages of numbers can see, there are two types of radio audiences but! In most western countries, the reach, then multiplied by the BBC radio 4 continues have... Station against a Target market indexed against the radio Revolution at https //live365.com/listen... Audience of 2,500 or radio ads on several stations simultaneously is called `` share of listening today when station. Cost effective media plan '' though we get a tiny audience, they should a... Listed below are only available to you once you start to have an audience and preferences so you... Have joined the radio Revolution at https: //live365.com/listen typical sample might be audible in the United,... 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