One Fifth Of Radio Listening Is In-Car

Just under a fifth of radio listening takes place in-car according to new research published by the Radio Advertising Bureau (RAB). The RAJAR Insight study also found that the in-car audience is disproportionately likely to be male, middle-aged and upmarket.

The survey was compiled by the RAB by drawing on RAJAR data as well as a piece of bespoke research conducted by NOP Media. According to the report, in-car radio listeners are not likely to switch stations regularly. On average listeners tune in to 1.9 stations in-car across a week – the same as the average number of stations adults tune into in the home each week.

RAJAR Insight claims that in a week 22 million people will listen to the radio whilst travelling in a car, van or lorry. This rises to two thirds of the population over a four week period. Of this, commercial radio accounts for 55%, the BBC 43%.

Dominic Mills, editorial director of Haymarket Business Publishing, says: “The ad hoc research here shows that, far from being compulsive in-car surfers, the British public is remarkably conservative in its listening habits behind the wheel and shows clearly that in-car listeners are loyal.”

For copies of RAJAR Insight 3 call Suzanne Bakker on 0171 306 2500 or visit the RAB website at http://www.rab.co.uk.

Radio Advertising Bureau: 0171 306 2555