Broadcast Radio Controls 61% of Canadian Listening

RADIO ONLINE | Wednesday, May 31, 2017 | 2:15pm CT

While broadcast radio controls more than 50% of all audio usage in the U.S., the medium is even healthier in Canada. Whether heard over-the-air or via streaming, AM/FM radio outlets account for 61% of all Canadian listening, according to Edison Research's first Canadian "Share of Ear" study. By comparison, streaming audio services comprise only 9% of listening, compared to 15% in America. "Share of Ear: Canada" was commissioned by Radio Connects, Canada's radio marketing and advocacy group.

"Share of Ear" uses diary methodology to determine both the amount and nature of audio consumed by users in an average week. AM/FM radio is followed by listeners' owned music collections (16%), streaming audio (9%), TV music channels (6%), SiriusXM Satellite Radio (4%), and podcasts (3%). The study also found that Canadians average 4 hours and 14 minutes of listening to audio daily, slightly more than their U.S. counterparts.

"We are pleased to bring our unique methodology for capturing all audio to Canada for the first time," said Edison Research president Larry Rosin. "Bravo to Radio Connects for giving broadcasters a potent tool to demonstrate the power of the medium in a way that goes beyond empirical evidence, and for providing the entire audio industry with a report card."

Full details of "Share of Ear: Canada" are available at www.EdisonResearch.com.