Preference for news is substantially higher in the morning – and radio is the preferred medium, Roy Morgan research shows.
62% of weekday breakfast media consumers want local, national and/or international news in the content mix, compared to 51% of dinnertime consumers, 27% and 25% of midmorning and lunchtime consumers respectively, and less than 20% of afternoon or after-dinner consumers.
Radio ranks first as most preferred media in the 5.30am to 9am timeslot: 38% of morning media consumers listen to the radio, over television (33%), newspapers (22%) and the internet (15%).
66% of these weekday breakfast radio listeners want to hear national, local or international news.
31% include music in their preferred content mix, followed by humour (17%), talk shows (13%) and sport (13%).
The overall preference for news is shared by AM and FM breakfast radio audiences, with AM listeners’ preference slightly stronger for Local (50% to 45%) and International (34% to 25%) news, and significantly stronger for National (58% to 42%).
FM listeners have a higher preference for music and humour; AM listeners have a higher preference for talk shows, sports, political analysis and business news.
George Pesutto, General Manager of Media & Communications, Roy Morgan Research, says:
“With news the most sought-after morning content across all media, the ability to report relevant and timely news cements radio‘s dominance as the preferred morning medium for Australians.
“Radio provides a platform for advertisers to capture an engaged audience because radio delivers what Australians want in the morning.”
Roy Morgan Research
Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
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