The New Zealand Commercial Radio Industry released the S4 2021 radio audience data into the market today, providing the first insight into the impact of a long term lockdown on local radio listening.
3.39 million people or 75 percent of New Zealanders aged 10+ listen to commercial radio each week. On average listeners tune in for 15 hours 47 minutes of commercial radio each week.
1.14 million people or 76 percent of Aucklanders aged 10+ listen to commercial radio each week. On average listeners tune in for 14 hours 59 minutes of commercial radio each week.
Radio Broadcasters Association CEO Jana Rangooni says: “This is the first time since Covid-19 arrived in New Zealand that we have seen the impact of a long term lockdown on a regional markets radio listening. It shows that while audiences continue to use radio across the day there are some changes to the way they are listening. Overall there is a slight decline in weekly listener numbers driven by the Auckland and Waikato markets but general listening patterns remained consistent across the day. The most significant change was in place of listening with significantly less listening done in cars and an increase in listening at home. We would expect that to change as Auckland moves back to Amber at some point in the future.
“What the survey also clearly shows is that as the industry recognises 100 years since the first broadcast of a New Zealand radio programme from Otago University in November 1921, it is still a medium used and trusted by most New Zealanders everyday.”
TRB General Manager, Peter Richardson adds: “The survey shows that Aucklanders, despite not driving to and from work, are still strong consumers of radio. It shows Kiwis searching for reliable information during the pandemic have gravitated to trusted sources. Further, it reinforces radio’s position as a companion, as listeners during lockdown have tuned in throughout the day.”
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