Published on February 9th, 2017 | by The GC Team0
Digital listening advances towards 50%
Fourth-quarter 2016 figures from Rajar show that digital listening increased from 41.7% to 45.2% year on year, with average listening hours per week reaching 474 million.
DAB had a 73% share of digital listening hours during the quarter, DTV 11% and Online 16%.
According to Rajar, 31 million adults claim to own a DAB radio, a year-on-year increase of 6%.
National commercial digital listening hours continued to grow, increasing by 21% year on year to account for almost three quarters (73%) of all national commercial listening.
Q4 2016 saw the highest proportion of in-car radio listening ever recorded – growth supported by the fact that 87% of new cars now are fitted with DAB as standard (Q4 2016 CAP/SMMT). In-car accounted for 23.3% of all radio listening following 40% year-on-year growth in digital listening hours, which rose to 62.3 million.
“It is very encouraging to see record levels of DAB listening growth in-car and in the home with DAB now representing nearly three quarters of all digital listening,” said Ford Ennals, CEO of Digital Radio UK. “Radio listening online and via apps on smartphones and digital devices such as Sonos and Amazon Echo also continues to grow and represents an important digital platform for the future alongside DAB.
“With digital listening broadly flat quarter on quarter in this book, as is often the case from Q3 to Q4, we would expect to see digital listening growth step up in the Q1 2017 listening data when the DAB radios and digital devices sold at Christmas come into use.”