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March, 2024

YouGov data reveals 60% of Australians are loyal to their favourite radio station

New data from international online research and analytics group YouGov Profiles has shed light listening habits of Australians, revealing that 60% consistently tune into the same radio stations.

According to the data, 30% of Australians notice advertisements on the radio more than anywhere else.

YouGov’s research found that in the past month, 16% of respondents tuned into ABC NewsRadio, while local commercial radio stations as a whole caught the attention of 14% of the audience. Triple M (13%), Triple J (12%) and Nova (11%) followed closely.

When asked where they would recommend advertisers promote their offerings, 49% of Australian consumers suggested online, 41% suggested TV, and 26% suggested radio. Traditional advertising platforms such as billboards (19%), printed newspapers (15%), and printed magazines (10%) were less popular among consumers.

The YouGov Profiles data is based on continuously collected data and rolling surveys, and is nationally representative and weighted by age, gender, education, region, and race. YouGov is an international online research data and analytics technology group with operations in the UK, the Americas, Europe, the Middle East, India, and Asia Pacific. YouGov has a panel of 24+ million registered members and has been operating for 20 years.