At Commercial Radio & Audio (CRA), we know that while the sun is out, radio is on! Whether you're relaxing at the beach, hitting the road, or firing up the backyard barbecue, radio is everywhere, making this season the perfect opportunity for brands to keep connected with listeners.
“Despite perceptions, radio consumption in summer doesn’t dive; it thrives. For those under 40, weekday radio listening between 9:30am to 3:00pm rises by 8% as they tune into their favourite stations while enjoying some downtime,” said Lizzie Young, chief executive officer at CRA.
"Radio is an influential channel for brands to engage audiences authentically. By becoming part of the summer soundtrack, brands can create lasting emotional ties, ensuring they remain top-of-mind long after the warm weather wanes,” added Ms Young.
The insights behind these trends are derived from the GfK MediaWatch panel, comprising 2,000 participants equipped with wearable listening meters, which captures the participants radio listening behaviour on a daily basis.
Want to learn more about summer listenership? Make sure to check out our summer insights attached.
Source: GfK MediaWatch Panel, SMBAP, Mon-Sun 12mn to 12mn, listening for 1min or more within defined period (Dec 3 2023 – Mar 2 2024; comparisons made with pre-summer period Sep 24 – Dec 2 2023).