Digital Platforms Increase Radio Interaction And Listening Times

The Radio Advertising Bureau (RAB) has published Multi-platform Radio, an in-depth study highlighting how new digital platforms are leading people to listen to radio for longer and increasingly interact with broadcasts.

RAB says that with consumers now tuning into commercial radio via DAB, Digital TV (DTV), Internet and Mobile phone, the ubiquity of radio has never been more prevalent.

The research also showed that digital platforms are opening up new touchpoints for radio listening, with 43% of mobile listeners listening to the radio while ‘out and about’, while 82% of people who listen to radio via digital TV do so in their living room and 35% of people who listen to the radio on their PCs do so in their study.

The study also said that the rise of digital radio will help to grow overall commercial radio listening as 89% of people listening to the radio via digital platforms think that there are more stations that suit their interests and 59% claim to listen to more radio since they have been listening on digital.

Advertisers should be happy with the findings of the study too, as it says that digital radio listeners are more likely to interact with advertising. The study reveals that 42% of DAB listeners have used web addresses or phone numbers seen on the dynamic label segment (DLS) or DAB display screen while 36% of DTV listeners have participated in on-air competitions via TV. In addition, the study says that 37% of internet listeners have participated in on-air competitions via the internet while 41% of mobile phone listeners have participated in on-air competitions via their handsets

Alex Underwood, RAB senior planning manager, said: “The research highlights how the new digital platforms are enhancing radio’s ability to fit into people’s lives, leading to more listening and facilitating greater listener involvement. With commercial radio currently taking a majority share of digital-only listening, the medium is well-set to continue to activate brands by connecting them with and stimulating participation from consumers.”

RAB: 020 7306 2500 www.rab.co.uk