Listening to the Radio

Radio Dramas: Listening figures

Radio is dying. That is the common belief at any rate and it is in some ways justified. The comparatively new media, such as film and television, attract larger audiences than radio and is such it is increasingly difficult for radio to attract funding and advertisers. Also, the audience demographics would seem to show that the majority of listeners are young children and mature adults, meaning there is a massive gap in the audience demographics that may seriously damage radio in the long term.

And yet the truth is radio is still strong with record listening figures. In 2010 Radio 1 attracted a record 11.81 listeners per week providing them with a 4.1% increase. Stations such as Radio 4, Radio 4 Extra, 5 Live, TalkSport and commercial radio stations also profited from a boom of listening figures and this trend has continued into 2011.Yes there have been slumps in audience numbers but the overall impression is that radio is as strong as ever.  Also benefiting form this rise is commercial radio as these stations have been able to attract advertisers away from film, television and print media.

Therefore a slump in listening figures may not result from a decrease in the audience size but rather how listeners are consuming the product. With the changes in technology, audiences have moved away from traditional radios and they now listen over the internet, buy CD’s or download podcasts or audio books, all of which are measured separately and they are not always taken into account.

Another problem when it comes to gauging the audiences for the radio is actually defining the term ‘listening.’ One definition is that the individual is paying absolute attention to the radio and for a period of time. A second definition for a listener is they are in the same room as radio that was audible, a definition which understandably records far more favourable listening times.