Radio Facts
Why Canadians listen to Radio1
%
Want to know what’s happening in their city
%
Want to keep up with the latest news
%
Want to keep up with the latest music
Where do they listen to Radio?

At Work
Canadian AM/FM radio has 89% share of ad supported audio at work.2

In the Car
Canadian AM/FM radio has 96% share of ad supported audio in the car.3

At Home
Canadian AM/FM radio has 87% share of ad supported audio at home.4
85% of Canadians 12+ listen to AM/FM radio every week5
Radio can reach more Canadians in one week than any social platform, regardless of age.
Millenials
Millennials listen to radio on their commute and online while at work.6
Gen X’ers
Gen X’ers wake up to the radio and continue to listen on their commute7.
BOOMERS
Boomers turn to radio for downtime, to relax, unwind, and filling spare time8.
%
of listeners are Male
%
of listeners are Female
AM/FM RADIO INSPIRES ACTION
After hearing a brand, product or service advertised on AM/FM radio, more than half of Canadian adults (53%) acted on one or more of these things9:
PURCHASED IT
TOLD SOMEONE ABOUT IT
WENT ONLINE FOR MORE INFO
Radio and Digital Advertising are Complementary
Ads on radio drive consumers to the internet and inform online shopping behaviour.
Though typically unattributed to radio, nearly 5-in-10 Canadian adults say that hearing an ad on AM/FM radio led them to seek out more info online10.
%
I seek more information online after hearing a radio ad
%
Radio ads help me discover new stores/services in my town/city
%
Radio ads have prompted me to search on the internet for something
%
Purchased a product online after hearing a radio ad
$1 to $10 ratio
On average, for each $1 invested,
radio advertising yields a $10 return on advertising spend (R.O.A.S.)11.
Sources
- Radio Connects to Consumers 2018: https://radioconnects.ca/wp-content/uploads/2018/11/Radio-Connects-to-Consumers_Nov-2018.pdf
- Edison Share of Ear Canada 2017; U.S: Edison Research, “Share of Ear,” Q2-Q4 2017, Q1 2018.
- Edison Share of Ear Canada 2017; U.S: Edison Research, “Share of Ear,” Q2-Q4 2017, Q1 2018
- Edison Share of Ear Canada 2017; U.S: Edison Research, “Share of Ear,” Q2-Q4 2017, Q1 2018
- P12+ All M-Su 5a-1a by Province Numeris Diary Fall 2017)
- Radio Connects to Consumers 2018: https://radioconnects.ca/wp-content/uploads/2018/11/Radio-Connects-to-Consumers_Nov-2018.pdf
- Radio Connects to Consumers 2018: https://radioconnects.ca/wp-content/uploads/2018/11/Radio-Connects-to-Consumers_Nov-2018.pdf
- Radio Connects to Consumers 2018: https://radioconnects.ca/wp-content/uploads/2018/11/Radio-Connects-to-Consumers_Nov-2018.pdf
- Radio on the Move https://radioconnects.ca/wp-content/uploads/2018/11/Radio-On-The-Move-_Wave9-2017.pdf
- Radio Connects to Consumers 2018: https://radioconnects.ca/wp-content/uploads/2018/11/Radio-Connects-to-Consumers_Nov-2018.pdf
- Nielsen studies 2014-2016