5 million listeners per week

Listeners love it local: community radio by numbers

Helen Henry, 15th April 2015
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The latest research shows that 1 in 4 Australians tune in to community radio each week and spend an average of 17 hours listening. 94% of community radio listeners find community radio and its services to the Australian community valuable.

These are just some of the results of the latest Community Radio National Listener Survey. Delve deeper and the numbers paint a picture of why, how and who is engaging with Australia’s largest independent media sector.

When asked why they listen, the answer is local, local, local – local information, local news, local voices, local personalities and local participation. The sector’s specialist music programming and support for Australian music and local artists were also in the top five reasons that people tune in.

“This latest research reinforces that community radio is hugely valued by Australian listeners as a key pillar in the media landscape, and one which contributes to Australia’s open society, strong democracy and vibrant culture”, commented CBAA Chief Executive Officer Jon Bisset. “The sector continues to provide a high level of local content and a unique range of services and programs. Through these, it contributes to media diversity, promotes social inclusion and provides a diverse range of viewpoints that enrich the social and cultural fabric of Australian society”.

Community radio listeners are as diverse as the Australian population itself –

  • 54% are men, 46% are women.
  • More than 50% are aged between 25 and 49 years, with a third aged 55+ years.
  • Across the country, metropolitan and non-metropolitan areas have the same level of listening, and the Northern Territory has the most community radio listeners per capita.
  • A third of people who regularly speak a language other than English in their home listen to community radio.

The Community Radio National Listener Survey is a hybrid telephone and online survey of a representative sample of 10,000 Australians over the age of 15, across all Australian states and territories. It is conducted by McNair Ingenuity Research. The latest report marks the 10th anniversary of the survey.

Download the Fact Sheet for Australia below and get more statistics from the National Listener Survey here.

Find out how community radio stations can use this information to support sponsorship campaigns by watching this video and reading this resource.

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