According to the research, 99% of advertisers made radio placements during the first half of 2023
Audio has increasingly gained space in the market. According to the Inside Audio 2023 survey, presented by Kantar Ibope Media this Wednesday (20), 9 out of 10 people consume some audio format, be it radio, streaming, podcasts and others.
The study also found that 76% of listeners believe that the medium has modernized in its content and formats. Furthermore, 38% stated that the possibility of listening to the radio online changed the way they consume it.
Still talking about radio, the medium listened to by 80% of the population in the 13 metropolitan regions that are analyzed by KIM and, according to the survey, listeners spend an average of 3h55min listening to the radio per day.
According to Kantar, people listen to the radio in different contexts such as at home (58%), in the car (27%), at work (26%), home office (7%), on public transport (5% ), on the street (4%), in app vehicles (4%) and in other contexts (4%). Web radio listeners are consuming content via cell phone (67%), computer (29%) and other means (11%).
Among listeners’ preferences are music (94%), local news (32%), national news (26%), traffic news (25%) and football (24%).
According to the survey, the most used platforms among listeners are YouTube (39%), social networks (25%), podcasts (22%) and audio streaming (12%).
Kantar highlighted the consumption of podcasts during the presentation, pointing out that 50% of audio listeners are consumers of the medium, representing an increase of 23% compared to the previous year. Among the content consumed are comedy (37%), music (34%), news and politics (23%), sports (23%) and education (22%).
The research also highlighted audio streaming, which currently serves as an option for radio broadcasters to reach their audience. According to the data presented, 43% of radio listeners also consume audio streaming.
On the waves of advertising
Kantar also presented data that showed the form of audio in advertising, as the medium presents an opportunity for brands to communicate more effectively with audiences.
According to Inside Audio 2023, 53% of radio listeners pay attention to audio advertisements and, among the most remembered, are radio commercials between programs and music (50%), advertising actions carried out by announcers (27%) and promotions during the broadcaster’s programming (25%).
Another fact that consolidated the effectiveness of the medium in advertising is that, among the Top 100 advertisers, 99% of them advertised on the radio during the first half of 2023.
