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.”
This is a study that for the first time offers the Canadian perspective on podcasting by filling in the gaps on listener demographics, Canadians most listened to podcasts and how and when they listen to podcasts. There are also insights about how people discover podcasts and thoughts about advertising. Continue reading
From where I sit On The Kowch, the question radio people ask all the time is Who is listening? I was reminded of this with the latest release by Numeris of the Summer 2016 PPM Ratings in Canada’s five largest radio markets. We are obsessed with finding the answer through focus groups, research, surveys, PPM and ballot ratings. A lot depends on the answer if you’re in radio – especially if you’re the General Manager (GM), the General Sales Manger (GSM or the Program Director (PD). Which is why I thought Numeris – the radio and television ratings service in Canada – did a great job of trying to answer the question with its infographics campaign:
From where I sit On The Kowch, I’ve learned a thing or two about managing people in radio through my experience as a news director and program director. I use that experience on a daily basis as a consultant at kowchmedia to help emerging radio talent grow. In 2015 I learned a thing or two at my new company, The Creative Concepts Group set up with my business partner Sue Lacher. I use my media background to help managers take their business to the next level through better communications and management practices.
That got me to thinking. Why am I limiting what I write about in my On The Kowch Blog to only media when I can pass on great information about how managers in small, medium and large sized businesses tackle the same staffing issues we encounter every day in radio. It’s time to tap into the synergies of both my companies to talk about what radio managers can learn from business managers. Continue reading
From where I sit On The Kowch, radio will play an important role in how Canadians react to the 25,000 Syrian refugees arriving in Canada over the next 90 days. Time for politics is over. Now is the time for Canadians to do what we do best: Extend a helping hand to welcome men, women and children who have experienced hell on earth. I have no doubt that radio will help Canadians rise to the occasion.
Here is my Three Step Plan on how radio can play a role in all of this: Continue reading