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Radio Advertising Insight
Surprising though it is to the many people dazzled by the constant stream of new technology launches, good old radio (meaning that broadcast linear stream of predominantly lives presenter-led audio content) remains in great shape. The facts speak for themselves: record audiences of 48 million (91%) of adults listen to radio every week for an average of 21 hours, with nearly 35 million tuning into the commercial sector alone. It’s no surprise also that the IPA’s TouchPoints 4 study demonstrates that radio is still the nation’s second most-consumed medium after TV, accounting for over a quarter of the average adult’s time spent with media across the day. Perhaps this love for the medium derives from the fact that, freely available and effortless to consume, radio on any platform continues to play a unique emotional role in the listener’s life lifting their mood when engaged in other tasks, wherever, whenever a role that is impossible for other media to fulfill to the same degree.
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