Commercial Radio Australia and Edison Research have released an interactive tool to enable media buyers to better understand the behaviour shift of audio listeners in 2020.

For the first time in 2020, Edison Research has conducted a deeper dive into two of the key players operating in the Australian market; free-to-air commercial radio^ and Spotify’s free subscription service^^.

Now in its fourth consecutive year, the annual Infinite Dial study is the authoritative report that explores the broadcast and digital audio that Australians are consuming, and the devices they are using when listening.

The three sponsors of the study, including PodcastOne, Triton Digital and CRA have used the latest data to develop a simple interactive online tool, making it quick and easy for media buyers to accurately compare the reach of commercial radio and Spotify free by age, gender and location, whilst also looking at any overlap in audiences.

The results highlight that commercial radio delivers superior reach and access to exclusive audiences.

• Commercial radio reaches more than 14.5 million Australians aged 14+ each week, 11.2 million more listeners than Spotify’s free service*
• Commercial radio reaches more than four times as many people as Spotify’s free service each week.
• 57% of Australians listen to commercial radio, compared with 13% for Spotify’s free service.

Although music discovery is a driver of listening for some of commercial radio’s audience, the strong connection with radio talent is also a drawcard, as is the live and local content, including news, traffic, promotions, activations, station events and active listener engagement.

According to the study, commercial radio listeners are 32% more likely than Spotify free listeners to fall within the key household purchasing demo of 35-44 year olds. Commercial radio listeners are 9% more likely than Spotify free listeners to be degree qualified, and 13% more likely to be employed on a full-time basis, making them more likely to have access to a larger disposable income.

In the interactive report below, read the instructions on Page 1, then click through to Page 2 and filter the contents of the Infinite Dial report. Use the arrow at the bottom to pop out the interactive frame for a larger screen view.

*Refers to Australians 14+, all other figures based on Australians 12+
^Commercial radio: listening to any commercial radio station in the last 7 days
^^Spotify free: includes all Spotify offerings on the non-paid/ad-supported Spotify platform
Source: The Infinite Dial Australia 2020.
 

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