TORONTO – Canadians increased their daily radio listening in 2007 by 5% to 2.3 hours per day according to a national study of 1,028 consumers conducted by Foundation Research for the Radio Marketing Bureau.
The survey also found:
– Radio accounts for one-third of the media time of Canadians
– Higher income adults and working women spent more time with radio on a daily basis than any other medium
– 42% of adults listen to the radio while online, either directly or through streaming.
– 80% of Canadians on average listen to the radio while driving to and from a shopping trip
“Foundation Research results further support the role that radio plays within successful advertisers’ integrated media plans,” said Radio Marketing Bureau president Gary Belgrave.
For more details, see the Foundation Research study at www.rmb.ca.
