In Australia, confinement has not kept listeners away from their favorite radio station. A recent Nielsen study indicates that this is the case. If they have been working from home and have not been able to listen to the radio in the car, they have certainly not forgotten their favorite station.
Indeed, it is thanks to digital technology that the contact has been established, the increase, over the COVID period, of the radio sites audience is indeed 18%. Through which medium? The strongest increase in engagement was observed on computers (+24%). This increase is 14% for mobile phones over the same period.
In other words, even when working from home, Australians have maintained a strong link with the radio industry. Proof that if this media is certainly a habitual medium, especially in transport, it is also a “must” in a day, even if they are obliged to stay at home. It is the difference between the figures for the week and those for the weekend that proves this.
Over the 12 weeks of restrictions due to Covid-19, Australians spent 27% more time on radio sites and applications from Monday to Friday, while there was a slight decrease (-4%) on the weekend.