CANADA TUNES IN; RADIO SCORES HIGH MARKS IN CHANGING MEDIA MARKET

Foundation Research Results

Radio Marketing Bureau Release

Have you noticed that welcoming sound as you walk into the house? It’s the radio, tuned to your favourite station; the same one that played Nickelback a moment before in the car. The way we listen, it’s no wonder the latest media study by Toronto-based Foundation Research Inc. reveals radio’s real strengths: Reach, reflection of personal lifestyle and adaptability to change.

“Radio plays an integral part in everyday life. It’s an effortless source of entertainment and information; it accompanies every activity, from driving and working to surfing online. Now the evidence shows radio holds a solid position in the face of major media consumer shifts,” says Chris Bandak of Foundation Research. “When it comes to daily and weekly reach and time spent, radio continues to be only a few percentage points below television, and well ahead of the third ranked medium.”

The national study shows Canadians over 12 spend one third of their daily media time with radio. This ranks radio just behind TV, and well over Internet’s 17% and newspapers’ 10% shares. Radio reaches a full 95% of Canadians over the age of 12 every week, second only to TV at any age group.

More facts

• People listen to radio and use the Internet at complementary times of the day - radio’s biggest audience tunes in from 6 a.m. to 7 p.m.; Internet users are busiest online from 7 p.m. to midnight

• Seventy percent of Canadians listen to radio on the drive to work, school or shopping

• Radio rates highest of all media for the ability to reach the consumer less than an hour before shopping

• Nearly half of Canadians listen to radio while online, close to double the number of people who multi-task with other media while online

What does it mean to advertisers? With breaking news, favourite music and a one-on-one, personal touch, radio’s free, 24/7 access and consumer popularity make it a fast, affordable, effective way to reach any target. And as consumers’ media habits change, radio proves to be an enduring medium in today’s mix.

Find out more about the Foundation Research results at the Radio Marketing Bureau (RMB), Canada’s premier resource centre for radio advertising. The RMB’s mandate is to inspire and educate members, agencies and advertisers about radio’s power and effectiveness in achieving and exceeding business goals. Through consultation, marketing, research and creative services, RMB supports advertisers in achieving maximum return on the media investment.

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