Community Radio Survey
A McNair Survey into community radio listenership found that one in twenty radio listeners only listen to community radio. The findings showed 35% of listeners do not tune-in to commercial radio, and 47% do not listen to ABC or SBS radio.
The research indicated that the number of Australians aged 15+ listening to community radio in an average month has risen from 7 million people (45%) in 2004 to 7.5 million people (47%) in 2006.

Rural Listeners

• More than 50% of respondents cited the reason for listening to community radio was for “local information/ local news”.
• For non-metro listeners, “local information/local news” is easily the most cited reason, followed by other statements with a “local” emphasis.
• Non-metro listeners are also likely to listen to community radio for longer, with the time spent listening in non-metro areas averaging 9.1 hours compared to 6.6 hours per week for metro areas.
• About 1 in 6 community radio listeners are exclusive listeners.
• “That's more than four million listeners every week” commented the CEO of McNair Ingenuity Matt Balogh “...an audience that would be the envy of any commercial network.”

CBAA
General Manager of the Community Broadcasting Association of Australia (CBAA) Barry Melville, said, “Listeners are turning to community radio because it is vibrant, relevant and connects with their local interests."
Mr Melville asserted that many radio listeners are "...searching for something different to mainstream format-driven radio. Every one of our 300+ stations are engaged with their community at the local level, finding out what they want and programming to meet those needs” he said.
“Local news, specialist music, ethnic voices, whatever your interest - it's available on community radio. So it's not surprising that more people are tuning in.”

For more information visit CBAA