Podcasts have “positive” effect on radio listening

Podcasts are having “a marginally positive effect” on live radio listening in the UK, according to audience measurement body Rajar’s second survey into the online listening trends.

The latest figures, released today (July 2), show that 14.5 million people claim to have listened to radio via the internet in April and May compared to 12 million in November last year.

The popularity of podcasts has also continued with 6 million people saying that they have downloaded a podcast compared to 4.3 million in the previous survey. Meanwhile, 3.7 million, up from 1.87 million in November, say they listen to a podcast each week.

The figures show that podcasting is having “a marginally positive effect” on live radio listening with almost 15% of those surveyed listening to more live radio since they began downloading podcasts, and 39% listening to programmes that they did not previously. However, 10% found that they listen to less.

The survey has also found that 53% of respondents would be interested in downloading podcasts with adverts if they are free, while only 31% said they wanted to pay for podcasts without adverts.

Meanwhile, it also found that, in any given week, 9.4 million people are listening either live or through a Listen Again service, which is up from 8.1 million in November 2007.

According to the survey, three quarters of people using Listen Again say that it has no impact on the amount of live radio they listen to; and almost half say they are now listening to shows that they did not used to.

Rajar research manager, Christel Lacaze says: “This survey gives a unique insight into the behaviour of the online/offline audio community and the impact of new audio formats on tradition listening. It also provides perspective on the relative impact of each of these activities.”

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here