Kantar IBOPE Media presented its Inside Audio 2024 study which yielded the following results: 47% of Argentines listen to the radio in order to get informed; 40% of the population prefers to listen to local and national news; 28% of radio listeners use social networks to interact/give their opinion on radio programs and 40% choose pop music as the most listened to genre.
The radio industry continues to renew itself and in its 102 years of existence in Argentina it confirms that its essence has not changed. Before radio, now audio, it always had the mission of accompanying, entertaining, informing and exciting.
According to the report, between January and December 2023, in Buenos Aires, the average listening time per day was 5 hours and 14 minutes, with a weekly reach of 98% and an average daily reach of 63%. And in Córdoba the average listening time per day was 6 hours and 16 minutes, with a weekly reach of 99% and an average daily reach of 71%.
In Buenos Aires, Córdoba and Mendoza the male radio audience ranges between 53% and 54% of the radio audience are men, while in Tucuman there is a perfect division of 50% of male and female listeners. Additionally, the study reveals that the age ranges that consume the greatest amount of radio content are those from 35 to 49 years old, and 50 to 64 years old.
The most used listening platform is the common radio, followed by car radio, radio on the cell phone, via the Internet on the smartphone and computer, through YouTube, television and finally Twitch. The study also shows that the most popular places to listen to the radio are at home, in the car and at work.
Online radio: from trend to reality
More and more radio stations are incorporating the possibility of online listening into their offering, both live and on demand. As a traditional medium, radio content finds new audiences to captivate. 38% of Argentines listened to online radio during the last month, and 47% consider that listening to online radio changed the way they listen to radio.
Music streaming: The rhythm that accompanies you
According to the study, 43% of Argentines listen to music via streaming and almost half of them do so every day; On average, they listen 18 hours 48 minutes per week. Yespotify and YouTube Music are the main services used with 69% and 40% respectively.
Podcast: stories that connect
17% of Argentines listen to podcasts regularly, 1 in 5 do so between 1 and 2 times a week, and 60% of podcast listeners also listen to the radio. The 10 most popular podcast topics are: Music, Lifestyle and health, Fiction/History, Society and culture, Education, Comedy, Radio shows, TV shows/series, News and politics, Technology.
Radio advertising
Between January and December 2023, 2,083,775 ads were issued (more than 7% than in the same period in 2022) and the spots occupied 37,996,452 seconds (more than 9% than in the same period in 2022). Argentine radio had 596 exclusive advertisers in 2023. Of the top 100 advertisers, 76% of them advertised on radio in 2023. The sectors that invest the most in radio advertising are: Commerce and Retail, Political and civil associations, Food, Banks and Finance, Pharmaceutical Industry, Textile Industry, Services, Oil and Chemicals, Hygiene and Beauty, Construction and Decoration.
Source: Ambito
I am an author and journalist who has worked in the entertainment industry for over a decade. I currently work as a news editor at a major news website, and my focus is on covering the latest trends in entertainment. I also write occasional pieces for other outlets, and have authored two books about the entertainment industry.
