We like to create unique experiences IMF Business School · Masters in Marketing and Digital Communication Become a professional with the best school to study digital marketing in person or online One of the things they told you when you started studying journalism a few years ago was that radio “was dying.” Venezuela Email List The medium had been one of the great milestones of the 20th century and had marked media consumption habits for decades, until the popularization of television had overshadowed it and assumed its relevance.
The problem, they explained in class then, was that radio had, at the beginning of the 21st century, an audience that was too old and with a lack of generational change among listeners. A radio professional who worked in the medium for many years at the beginning of the 21st century explained to me, years after that introduction at the university to the medium, that the idea of the death of the radio seemed silly to her. It does not have millionaire audiences but it does have a stable audience, he defends.
A high school teacher friend, however, confessed to us not long ago that her teenage students were surprised that she listened to the radio and wondered who the people were who kept doing it. So, like teenagers, you have to ask yourself: who is listening to the radio right now? And how has the pandemic and the months of staying at home listening to content in the medium impacted? The months of the pandemic have caused some stations to go up (this is what the SER claimed last Christmas that they had spent reading the EGM waves) but the data has been mixed. The latest EGM is that of the third wave of 2020 and points out that radio consumption in general has fallen compared to the first wave of 2020, but that of general radio has risen.
Slightly more than 22 million listeners listen to the radio in Spain, divided between the nearly 11 and a half who do so with the generalist and the more than 12 and a half who do so with the theme. The profile of the radio listener in Spain is that of a woman between 45 and 54 years old, the demographic with the most weight. Thus, 51.9% of the people who listen to the radio are women (57.6 in the generalist and 48.4 in the thematic) compared to 48.1% who are men (42.4 in the generalist and 51, 6 on the subject).
By age, those who listen the most to the radio are those between 45 and 54 years old, which is 21.4% of listeners, followed by those over 65 (19.7%) and those between 35 and 44 years (19.4). Then go from 55 to 64 (16.8%), those from 25 to 34 (12.4), those from 14 to 19 (5.4) and those from 20 to 24 (4.8). The impact of the pandemic The coronavirus crisis has n’t changed much when listening to the radio in Spain, as a YouGov study shows. The audience peak continues to be between 8 and 11 in the morning. It was when it was heard the most in December 2019 and it is also when it was still being heard the most this January. The only thing that has changed is the peak time for internet radio consumption, both live and streaming (podcasts), which are now between 10 am and 1 pm and between 4 pm to 7 pm and 7 pm to midnight. I was already the favorite for this listen before, but now the one in the morning and the one in the afternoon has gained weight.
From YouGov they believe that it is a change linked to how our lives have changed during the pandemic. Working from home allows you to have these online content in the background. This point is also pointed out by a British study , which starts from the content consumption patterns in that country. According to Radiocentre data, teleworking has created a new listening atmosphere: remote workers have the radio set as background noise. 50% of those teleworkers who listen to the radio while they work are listening to it much longer than they did before the pandemic. Even so, the pandemic has led to a strengthening of audio consumption, although not only in terms of traditional radio. Podcasts have experienced a bombshell this year, as have other content formats, such as audiobooks. There are those who speak of a new era of audio, in which consumers access more and more sound content and in more and more ways (Spotify, WhatsApp audios, fashion podcasts, etc.).