Eastlan Ratings and FMR Associates have released their annual study on radio listenership to clients.
The study notes that compared to six months ago, 31% of 25-64 year olds state they are listening to more radio now per week, while 18% say they are listening to less. The greatest demo increase was adults 25-44 at 37%.
Eastlan/FMR also states that within all 25-64 year-olds surveyed, 86% say they listen to some radio during each week.
A study was conducted in March/April for FMR Associates and Eastlan Ratings clients to determine usage levels of local AM-FM Radio as compared to six months ago and how listening may differ based on radio market size or geography. Among the many findings were three positive signs for radio post-pandemic:
1. In the last six months, Weekly AM-FM Radio Listening is on the increase: 31% indicate they are listening to radio more, compared to 18% less. This finding is regardless of sex, age or market rank. This unique finding bodes well for traditional radio growing as the pandemic comes to an end and even as more audio options such as podcasts and streaming platforms are available.
2. While Weekly AM-FM Listening is up across all ages as compared to six months ago, it is greatest among adults 25-44 at 37%. Men and women are equally increasing their listening time with AM-FM Radio. More people going back to work, commuting and some cutting back on subscription audio or video services are among the primary factors cited for increased AM-FM consumption.
3. Current weekly AM-FM Radio Listening is at 86% in the 25 to 64 age group. Significantly, cume listening is strong and consistent regardless of age, sex, market rank or geographic region.
The statistically projectable national survey of 25 to 64 year-old adults from the thousands surveyed each month by Eastlan was demographically balanced and geographically representative.
