Still tuned in
Latest radio listenership figures should shore up advertisers’ commitment to the medium, despite new research methodology
Almost 40% of South Africans are listening to the radio on mobile devices — more than those listening in their cars.New figures from the Broadcast Research Council of SA (BRC) show the device of choice remains the portable radio (76%). Just 8% are listening via the DStv audio bouquet and 2% on computers. The trends have remained stable, with 87% listening at home; 33% in a vehicle; 11% at work/university and 6% in a public space.Lance Rothschild, CEO of the Liberty Radio Awards, says: "The new data is not to be compared with the old radio audience measurement survey, which was compiled by SA Advertising Research Foundation, as the new figures are based on a substantially different sampling methodology and with more granularity in the detail gathered from the sample audience across 53,396 diaries."The new figures should shore up advertisers’ commitment to radio, says one media planner, as there was some concern a changeover in research methodology might have "skewed the numbers down"...
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