ABC Radio increases reach among younger and online listeners

During 2006, across the five metropolitan cities, an average of 3.7 million people tuned into ABC Radio stations each week. Time spent listening to ABC Radio was just over 12 hours a week, or two and three quarter hours a day.

In an average week in 2006, ABC Radio weekday Breakfast reached 2.4 million listeners or just over one in five people aged 10+ according to the Nielsen Media Research data.

ABC Radio achieved growth among the sometimes hard to reach 10-24 year olds segment, with reach up by just over 1% and time spent listening to ABC Radio at around 7 hours a week. The older end of this age group spent even more time with ABC Radio, with 18-24 ‘s listening on average close to 9 hours a week.

The data shows that people in Adelaide spent the most time listening to ABC Radio per week in 2006 (12 hours 56 minutes), followed by Perth (12 hours 38 minutes), Melbourne (12 hours 07 minutes), Brisbane (11 hours 58 minutes), and Sydney (11 hours 29 minutes).

Most listening to ABC Radio, on a five city metropolitan basis, took place at home (64%), followed by in the car (22%), at work (12%) and in other locations (2%).

The increased availability of ABC Radio, via ABC Online has also extended audience reach according to figures from Webtrends measurement of ABC Online activity. ABC Online typically delivers more than 150,000 live ABC Radio streams per week, enabling more and more listeners to access radio while working. For example, year on year 702 ABC Sydney increased audience reach at work by 17% and 774 ABC Melbourne increased its’ at work audience reach by 18%.

ABC Radio is also among the world’s leading providers of radio programming via podcasting. In a typical month ABC Online delivers more than 2 million ABC Radio programs as podcasts to audiences, with ABC Radio National alone delivering more than 1million podcasts per month.