Radio is one of the most solid means of communication we currently have and its presence is universal. If we look at Brazil specifically, in a study carried out by Kantar IBOPE in 2021, in 13 metropolitan regions of the country, we will see that 80% of the population listens to the radio .
In other words, it is a vehicle that is widely accepted across all segments of society, being particularly popular among those aged between 20 and 59. It is a vehicle that brings content to a significant portion of the population, reaching 8 out of every 10 people. However, the study shows that this is only 3 out of every 5 people on a daily basis.
Another interesting feature of this vehicle is that it qatar email list can be accessed from anywhere. In this reality, 71% of listeners do so from home and 24% from vehicle radio, with this modality showing an increase of 6 points compared to the previous year, due to the gradual return to normality, in the pandemic scenario.
3 out of 5 listeners listen to the radio daily
These times of adaptation have shown listeners' loyalty to radio, albeit in new ways, such as cell phones. The gradual resumption of activities and reopening of public spaces has led radio consumption to levels similar to those observed in 2019, with peak consumption still occurring in the morning.
If we analyze the four most populated regions of the country: north, northeast, south and southeast, we will see an increase in the reach of radio consumption in all of them, where an average of 81.5% of the population listens to the radio. That's around 4 hours and 26 minutes of listening to the radio.
However, it is possible to observe the growth of the online radio consumption method. According to the Kantar IBOPE study, 10% of the population of the 13 metropolitan regions studied listened to web radio, in the period studied, with an average daily time of 2h45min.
Web Radio – a quality audience
Still in this modality, we observed the greatest preference on the part of the young public, between 20 and 39 years old, in particular from class AB, which represents a very connected public and aware of new trends and technologies.
This is because the web is quite versatile and can be accessed on a variety of devices. Online consumption occurs throughout the day and the most popular device is the cell phone, with 66%, followed by the computer, with 37%.
For all these reasons, radio becomes a perfect and quite comprehensive environment, not only for the dissemination of artistic content, but also a powerful advertising tool.
Radio advertising continues to grow
Aware of the potential of radio, companies have invested in advertising on the medium. In addition to the reach and different formats, brand credibility is also reinforced with advertisements in the broadcasters' programming.
Among the “most beloved” formats that respondents responded to were commercials between programs and music, accounting for 42%.
Even better than that is the impact that the media generates in the medium. If 3 out of 5 listeners listen to the radio every day and are glued to the radio, know that the audio advertising format that respondents pay the most attention to is the traditional commercial between programs and songs, with 50% of the attention. Promotions in the programming come in second place with 28% and advertising actions done by announcers, in 3rd place with 26% of the preference.