More Canadians listened to radio on-the-go over the summer months as people took advantage of what for many was the first season free of COVID-19 restrictions.
Numeris has released its first batch of “insights” which will replace Radio Topline Reports going forward.
Reflecting Numeris Radio PPM data for Summer 2022 (weeks 40-52), Numeris says 67.9% of radio tuning by Adults 25-54 was done outside the home. Out-of-home (OOH) tuning was up across all dayparts with the evening seeing the biggest gain, up nine percentage points year-over-year.
Vancouver led OOH listening by market at 75.3%, A25-54, followed by Edmonton where 69.3% of tuning was done outside the home.
Numeris says while in-home listening starts to pick up at 6 a.m. and peaks at 7:30 a.m., gradually winding down throughout the day, radio tuning outside the home picks up around 6:30 a.m. and peaks at 8 a.m. in the morning. Out-of-home listening sees another bump between 11:30 a.m. and noon, and is at its highest from 4:30 p.m. – 5 p.m. on the drive home.
Toronto and Vancouver led OOH tuning by market during the evening, up 12.9% and 4.6% respectively, over the same period last year. Afternoon drive OOH tuning was up 9.5% with Franco Montreal listeners year-over-year, and 9.1% in Toronto. Breakfast OOH listening gains were led by Toronto (23.1%) and Franco Montreal (14.5%).
When it comes to live streaming of radio, Edmonton (16%), Vancouver (13%), and Toronto (12%) were the top three markets. Adults 18-45 led streaming by demographic at 12% overall, with seven per cent in that age group streaming on-the-go.
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