TORONTO – Canadians continue to spend one third of their daily media time with radio, according to new research from Foundation Research.
Radio is effortless, entertains and informs throughout the day, and is uniquely compatible with the Internet, says the press release issued by the Radio Marketing Bureau.
“Radio still plays a strong role in Canadian life,” says Chris Bandak, President of Foundation Research. “As our lives grow busier and more active, the medium that’s always available at the push of a button or a click of a mouse is with us as we wake up, have breakfast, get on the road for work or school, sit at our desks and drive to the mall. Canadians count on radio to keep in touch with daily life.”
According to the national study of 1,007 people, radio reaches 93% of Canadian adults 18+ every week. It’s the top ranked media for daily and weekly reach with adults over 18 who work, who have children and those who earn $50K and more.
Radio’s one-third stake is still well ahead of the Internet’s 17% share of daily media time, and the two are completely complementary, says the RMB. For one thing, people listen while online. In fact, 36% of Canadian adults 18+ tune in while they surf. Day-part use of the two media is also complementary: Sixty-six percent of adults 18+ listen to radio between 6 a.m. and 10 a.m.; half use the Internet between 7 p.m. and midnight.
Findings show that radio also acts as a catalyst to drive consumers to web sites: 56% of adults 18+ look things up online and 35% are inspired to type in a web address when they hear it on the radio.
For an average of 86% of Canadian adults aged 18+, radio use increased or stayed the same as last year. Respondents say the increase is because they’ve spent more time in their cars and been able to listen at work.
What does this mean to advertisers?
* With one third of Canadians’ daily media time spent listening to radio, it means a strong daily presence in the marketplace.
* Radio is an effective way to reach young Canadians; with all the media choices, 18 to 34-year-olds also continue to spend one third of their time with radio.
* Radio is a constant companion to listeners; this increases exposure to advertising throughout the day and at opportune times, including at work and just before shopping.
* Radio extends its connection to listeners through station web sites, increasing opportunities to further engage consumers through exclusive listener clubs, podcasts, personalized email and more
* Radio station web sites are excellent channels to reach young Canadians; 55% of 18 to 24-year-olds who listen online visit local radio station sites weekly.
