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 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,” says Chris Bandak of Foundation Research.
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%). The main reasons for increased tuning are more time spent in car, longer commutes and the ability to listen at work.
· 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
What does radio offer advertisers? The ability to connect with hard to reach Canadians anytime, anywhere. Radio improves media efficiency and ROI by keeping an advertiser in touch with the consumers that drive their business.