Thursday, July 26th, 2012
On a normal weekday, Australians 14+ who are employed are more likely to be heavy commercial radio listeners, compared to those who do not work.
More than 16% of all Australians who work (full-time or part-time) listen to three or more hours of commercial radio on a normal weekday, compared to 13% of non-workers, according to Roy Morgan Single Source data for the 12 month period to March 2012.

Incidence of heavy commercial radio listening on a normal weekday (3+ hours per day)

Source: Roy Morgan Single Source, April 2011 – March 2012 (n = 53,256).  Note: ‘commercial radio listening on a normal weekday’ excludes non-commercial radio (e.g. ABC, community radio stations) and all weekend listening (e.g. Sport).

The incidence of heavy commercial radio listening is even greater among those Australian workers who travel between 21 and 50km to work, than it is among those who travel less then 21km or more than 50km to work.

For example, nearly one in five workers who travel between 31 and 40km to work listens to three or more hours of commercial radio on a typical weekday.

George Pesutto, General Manager – Media & Communications, Roy Morgan Research says:
“Even with the range of media options available that can provide us with information and entertainment during the daily commute, it seems that commercial radio is a likely companion for the trip to and from work each day, especially for those who travel a bit further to get to work.

“Commuters who travel more than 20km to work also spend more time listening to the radio, which points to the enduring popularity of the ‘Breakfast’ and ‘Drive’ radio sessions.”
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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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