We’ve all walked past a construction site and heard a radio booming, so the news that skilled workers such as tradies and labourers are the likeliest profession to listen to the radio in an average seven-day period will no doubt confirm many suspicions. They also listen to the most radio in any given week, racking up an average 4 hours’ listening per weekday and about 4 hours 42 minutes on weekends – almost 25 hours per week. Their radio station of choice? The Rock, a commercial station aimed squarely at the 18-35 male market — listened to by 23.0% of skilled workers in an average seven-day period.
Top 10 Kiwi radio stations listened to by workers
Source: Roy Morgan Single Source (New Zealand), September 2012 – July 2013 (n = 12,185).
Youth-oriented, pop-focused station The Edge is listened to by 15.6% of white collar workers in an average week, just edging out Radio New Zealand National (14.7%). White collar workers listen to an average 14 hours 42 minutes’ worth of radio per week (2:18 per weekday and 3:24 on weekends).
Professional/managers listen to approximately 13 hours 48 minutes a week (2:06 per weekday, 3:12 on weekends). Favourite station among this demographic is Radio New Zealand National (22.5%), a non-commercial station with an emphasis on quality news, culture and arts programming.
Pip Elliott, General Manager, Roy Morgan Research NZ, says:
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“One of radio’s advantages is its portability: people can tune in wherever they may be, whether they’re commuting in the car or working hard in a warehouse. This gives it a wider reach than many other media.
“Skilled workers — tradies, labourers, those employed in the manufacturing and mining industries, to name a few — listen to far more radio than white collar workers or professional/managers; in fact, they consume more radio on a weekly basis than they do TV, newspapers or the internet.
“Skilled workers and professional/managers tend to be especially loyal to their favourite stations, listening to them in all the key timeslots: breakfast, morning, afternoon and drive. This represents a great opportunity for advertisers to target an engaged audience, armed with the knowledge of exactly who is listening when.”
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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