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Deloitte comments on today’s Rajar figures |
Mark Lee-Amies, Deloitte Media Partner comments on today's Rajar figures:
"Today's Rajar figures showing the increased reach of radio is good news for the industry. In Deloitte's media democracy survey we discovered that from the moment the British consumer wakes up they are consuming 70 hours per week engaged with various forms of media, and listening to the radio remains the most popular media activity after watching TV and internet.
"Although the figures for DAB radio listening are positive, question marks remain about its ability to grow much further and it is likely to be limited by the relative scarcity of DAB radio in cars, where some 20% of radio listening takes place. DAB is under represented in the workplace, where a further 20% of radio listening takes place. Setting aside limited device penetration and incomplete geographical coverage, DAB's share of listening is also likely to be impacted by the lack of exclusive content available via DAB. The government, regulator and commercial radio sector should examine ways to encourage greater diversity and. We welcome the set up of the Radio Council as this should lead to greater diversity and choice as a key means of differentiating it from analogue, to ensure it continues to grow."
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