Despite a constantly changing audio landscape, broadcast radio controls 61% of the more than four hours a day that Canadians spend with all sources of audio.
The audio space in Canada is vibrant and changing, and now 9% of time spent listening to audio is with pureplay streaming services in Canada such as Spotify, Apple Music, Google Play and others.
Canadian AM/FM radio is particularly strong in morning and drive time. In fact, the 6am-10am daypart gets the most AM/FM Radio tuning (72% of listening) followed by 10am – 3pm (62% of listening), followed by 12midnight – 6am (59% of listening, re-enforcing that radio is a companion for listeners).
In Canada 74% of radio tuning is to music stations.
Those are just a few of the findings from Share of Ear®, Canada, the groundbreaking new study from Edison Research that provides the first consistent measurement of all audio consumption, including AM/FM radio stations, online radio stations, podcasts, streaming and even listeners own music collections.
The study was commissioned by Radio Connects, Canada Radio Marketing and Advocacy Group.
Share of Ear® results reveals that Canadians spend an average of 4 hours and 14 minutes each day consuming audio, and more than 61% of that time goes to broadcast radio on all its various platforms.
The Share of Ear® study allows users to look at audio usage across many parameters, such as location of listening, the devices on which audio is consumed, listening by time of day, the type of audio content (music, news, sports, or talk/personalities), and even across individual brands within the Online Radio space.
The Share of Ear® study has been running since 2014 in the U.S., allowing for a comparison between us and our neighbors for the first time! This shows us that Canadians listen to more radio than Americans!
How the Study was Conducted:
Edison Research conducted a nationally representative study of 1,022 Canadians ages 13+ to measure their time spent listening to audio sources. Respondents completed a 24-hour diary of their audio listening on an assigned day. Diaries were completed both online and by-mail using a paper diary. Diaries were completed in both English and French.
About Edison Research
Edison Research conducts survey research and provides strategic information to a broad array of clients, including Activision, AMC Theatres, Disney, Dolby Laboratories, Google, Gulf News, the U.S. International Broadcasting Bureau, Pandora, Samsung, Siemens, Sony, Time Warner and Yahoo. Edison Research works with many of the largest American radio ownership groups, including Bonneville, Emmis, Entercom, CBS Radio and Radio One. Another specialty for Edison is its work for media companies throughout the world, conducting research in North America, South America, Africa, Asia, and Europe. Edison Research is the sole provider of election exit poll data for the National Election Pool comprised of ABC, CBS, CNN, FOX, NBC and the Associated Press. Edison is also the leading provider of consumer exit polling and has conducted face-to-face research in almost every imaginable venue.