From where I sit On The Kowch, I’d be losing a lot of sleep at night if I was still the Program Director at Newstalk 1010 in Toronto, after listening to the Edison Research and Triton webinar about the penetration of online digital audio in Canada. The inaugural Infinite Dial Canada 2018 Study explores the online platforms and technologies that Canadians are using. Edison Research conducted a national telephone (cell phone and landline) survey of 1,000 Canadians aged 18 and older in English and French at the beginning of this year.
The scariest findings dealt with how many people don’t even own a radio at home.
Canadian Podcast Listener Study finds 41% of Canadians now listen to Podcasts
From where I sit On The Kowch there is a new powerful alternative to radio in Canada. It’s called the Podcast. Ten million Canadians listened to a podcast in the past year. These are the findings of the Canadian Podcast Listener Study by Audio Insights Inc. and Ulster Media with support from The Globe & Mail. Three years ago 30 per cent of Canadians were listening to Podcasts. Today that figure has jumped to 41 per cent with 24% listening monthly, 15% weekly and 4% daily.
Authors of the 57-page study, Jeff Vidler, Canada’s leading media researcher and now team leader at Audio Insights Inc. and Jeff Ulster, former head of Digital Talk Content at CBC and now owner of Ulster Media; say their study “tells us more than we’ve ever known about Canadians’ podcast habits and interests.” The Canadian Podcast Listener: A Landscape Study is a two-phased study of more than 4,000 Canadians who are telling us that “Podcasting is becoming an increasingly important part of the Canadian conversation.”
From where I sit On The Kowch, President Donald Trump has impacted the U.S. ratings in news and newstalk radio. Nielsen says its latest audience study shows Millennials are driving the Surge In U.S. news radio listening. In fact, so many 18-34-year-olds listened to news and talk radio during the Fall 2016, Winter 2016 and Spring 2017 PPM ratings, that other popular formats among this group of listeners lost share in January. “Pop Contemporary Hit Radio, a leading format among Millennials, was off nearly a full share point, while Country continued to trend downward with younger audiences. Hot Adult Contemporary (AC) and Mexican Regional were also softer compared with January 2016, while Sports radio was flat,” Nielsen said.
From where I sit On The Kowch, the Share of Ear study in Canada By Edison Research commissioned by Radio Connects, not only gives a comprehensive look at Canadians’ share of time spent listening to AM/FM radio and streaming audio, but proves what I’ve been saying for years to the deaf ears of radio management and sales people that more people listen to radio overnight then they cared to admit.