80% of the population listens to the radio

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Radio consumption grew during the pandemic. 80% of the population. In some regions, such as Belo Horizonte, consumption reached 89% of the population.

Radio has always been a powerful communication tool, although the arrival of the internet has led some people to fear for its longevity. What we have seen is the growth of this very popular medium that reaches absolutely all audiences from all social classes.

Efficient and instantaneous, radio is certainly quite democratic. And, far from becoming obsolete, this means of communication has shown great capacity for adaptation. Broadcasters currently provide their listeners with modern tools, such as online broadcasters, podcasts, streaming services and live broadcasts, as a way of maintaining their audience and delighting their customers and listeners.

Among the main characteristics that mark radio today is br data the ability to combine the credibility and companionship of the dial with the dynamism of the online universe.

80% of the population listens to the radio
For those who bet on radio losing space to the connected world, there is a surprise: studies carried out by Kantar Ibope Media with people from 13 metropolitan regions show that, while in 2020 around 78% of those surveyed listened to the radio, in 2021 this range rose to 80%.


Another important piece of information shows that these people generally spend around 4h24 listening to the radio, with 10% of the audience analyzed being between 20 and 39 years old and listening to the radio online, in other words: a young and connected audience, aware of new trends.

Nowadays, radio can be listened to anywhere and at any time, due to the wide range of devices that transmit programming. Cell phones, computers, tablets, and even Smart TVs make this an efficient way of transmitting information and, certainly, with a wide reach. Even with so many ways and possibilities of consumption on different devices, regular radio continues to have the largest share, 80%. But we cannot fail to mention the growth in consumption via cell phones, which grew almost 10% compared to 2020.

Between 2020 and 2021, we saw a change in the way people consume music. In 2020, 18% of people listened to music in the car. In 2021, this number rose to 24%. The same goes for consumption at home, which went from 78% to 71%. Listening to the radio on the commute also saw a 3% increase, rising from 5% to 8%.


An important piece of information for advertisers, as well as for those who manage broadcasting schedules, is the famous peak time. On the radio, peak consumption continues to occur in the morning, especially between 10 am and 11 am. With this type of information, buying media at a specific time guarantees greater reach.

Tools enable you to transform data into insights
To understand this interesting movement in this market, Kantar developed a tool that allows broadcasters to know their total consumption, as well as that of their competitors.

This tool allows broadcasters to analyze the behavior of their listeners across a variety of platforms. This allows them to identify the formats that appeal most and facilitate audience engagement, thereby further enhancing advertising space.

And since we're on the subject of commercial policies, Audiency , the largest data streaming platform in the radio industry, has also just launched a new advertising analysis tool on the market.

With this solution, advertisers can distribute their spots, check the broadcasters that have downloaded them, analyze the broadcasts by broadcaster or by spot, and obtain a detailed report of all the broadcasts of a campaign. In addition, this successful dashboard is online and can be accessed via a login and password. The Audiency team performs all the configuration work and the manager can monitor everything in real time, from any device, and without the need to download any software. In conclusion, the more control, the better the results!