po polsku
More than half of these listeners, whom Radio Track calls heavy users, have a secondary education, more than double the next group of listeners with higher education.
Breakdown of Radio "Heavy Users" by Education Level
- Secondary - 51.2%
- Higher - 23.3%
- Vocational - 17.8%
- Primary - 7.6%
According to Radio Track, among those spending more than 6 hours with the radio, there is a higher proportion of white-collar workers than in the general population - they make up 22.1% of these listeners. There are also more business owners (10.9%), directors and professionals (14.8%), and skilled laborers (22.4%).
These data are significant due to the advertising potential. It’s no surprise they’re often highlighted, as in a recent release by the Radio Research Committee, which emphasized that company heads listen to their favorite stations more than average.
The listeners who spend the most time with the radio are primarily adults: people aged 25-39 make up 37.8% (significantly more than 29.3% of all respondents), and those aged 40-59 account for 39.3% (compared to 35.7% of all respondents).
It’s worth noting that the increase in people who keep their radios on for long periods may be influenced by the summer season, when Poles traditionally listen to the radio longer and more often. Additionally, programming and music changes are increasingly tailored to meet audience expectations and needs.
COMMERCIAL BREAK
New articles in section Media industry
Children and artificial intelligence. The generation of a global experiment is growing
Joanna Sokołowska, UNICEF Polska
A UNICEF analysis based on new data from 10 countries shows that at least 20 million children have already used artificial intelligence (AI). Many of them are ahead of adults, adopting these technologies at a pace more than three times faster.
New generations and the end of traditional news. Reuters Institute report
Krzysztof Fiedorek
Traditional news media are losing touch with the youngest generation of audiences, who grew up in a digital environment. Young people aged 18 to 24 spend time online continuously and expect publishers to take a fresh approach to presenting reality, according to a report by the Reuters Institute.
TVs in Europe, the USA and China. What and how we watch on them
Paweł Sobczak
The Living Room Study shows significant differences in video content consumption across different regions of the world. This is the result of diverse media ecosystems shaped by decades of local broadcasting, channel availability, and strong cultural factors.
See articles on a similar topic:
Print Advertising in Poland. Analysis by Polskie Badania Czytelnictwa
BARD
Analysts at Polskie Badania Czytelnictwa (Polish Readership Surveys) have compiled statistical data highlighting the reach, engagement, and opinions regarding print advertising campaigns. These insights are valuable for marketers aiming to plan and optimize advertising budgets.
Clickbait Uncovered. How Online Headlines Evolved Over 25 Years
Krzysztof Fiedorek
Researchers from the Max Planck Institute analyzed 40 million headlines from the past 25 years. They are getting longer, more emotional, and negative, with a clear influence of clickbait style. Even reputable media use strategies and tricks to grab attention.
How do we assess news credibility? Data analysis from 40 countries
Krzysztof Fiedorek
Are people defenseless against false information? Do they really fall for clickbait and fake news? A meta-analysis of 67 studies involving 200,000 people shows the problem is different than we thought. Instead of excessive gullibility, we are dealing with the opposite.
YouTube redefines viewer engagement. Goodbye to returning viewers
KFi
As many as 30% of internet users now turn to YouTube as their main news source, and 65% consume news in video form. Now the platform is shaking things up. Reach still matters, but engagement is what really counts.
