12.11.2011 Media industry

Radio Fanatics. Who Listens for One-Third of the Day?

Bartłomiej Dwornik

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On average, radio reaches 79.7% of Poles aged 15-75 each day, according to the September wave of the Radio Track survey. The study’s authors highlight that since the beginning of the year, there has been a noticeable increase in people who listen to the radio for more than 8 hours a day. This group now makes up nearly one-fifth of all listeners - from May to July, it was 19.1%. In comparison, at the beginning of the year, this figure was only 17.6%. Meanwhile, the number of people who listen briefly (up to an hour or between 1-2 hours) has decreased.


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.

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