Mid-dawn shifts on commercial radio are attracting a loyal and increasing audience of over 1.8 million people every week nationally, according to a survey of listening habits conducted during the last ratings period for Commercial Radio Australia.
The survey shows that the 55 + age group continues to be the largest listener group between midnight and dawn, spending four hours and 29 minutes in an average week listening to mid-dawn programs.
Overall, all Australians over ten years of age spend an average of three hours and 28 minutes a week listening to commercial radio between midnight and 5.30am.
The survey also shows that the number of people listening is generally highest between 4am and 5.30am, particularly with people aged over 25 years. However, more young people up to 24 years of age listen between midnight and 2am. The 10 –17 year olds have increased their midnight to dawn listening of commercial radio each week by almost one hour compared with last year.
Commercial Radio Australia’s CEO, Joan Warner said people listen to radio overnight for many reasons, regarding radio as a trustworthy companion, friend and ideas forum.
“This survey reinforces the great strengths of radio including its ubiquitousness, its intimacy, its usability, its portability and its one to one relationship with listeners – radio is a very companionable form of media and one that is a constant for many people,” Warner said.
The survey also shows that home continues to be the place where most Australians listen to commercial radio overnight (69%). Listening at work overnight increased by six per cent to 17 per cent compared to last year. In an average week, people at work spend five hours and 58 minutes listening to commercial radio between midnight and dawn.
Commercial radio also continues to be the dominant form of radio between midnight and dawn with a 72 per cent share of the total listening audience.
Listening at work to commercial radio between midnight and 5.30am increased by
6% compared to last year, but home continues to be the place where most
Australians listen overnight.