Global’s listening figures boosted by social distancing

Global’s listening figures boosted by social distancing

As the coronavirus pandemic keeps millions of people stuck at home, Global has seen a boost in digital listening figures across its entire portfolio of radio brands.

Global, which broadcasts stations including Capital, Heart, Classic FM and LBC, said daily reach via connected devices such as smart speakers and phones was up 15% between March 9 and 17, while hours of listening rose by 9%.

Talk show LBC experienced the most growth out of Global’s brands, with daily reach and listening hours increasing by 43% and 17%, respectively.

Heart also saw its daily audience jump, up by 11%, while Smooth grew its average daily reach by 12%.

Global also reported that radio listening via smart speaker is now at its highest ever level as people spend more time at home, up 11%.
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Meanwhile, news podcasts on DAX have seen a rise of close to 10%, while according to Global’s figures, music streaming was up by over 23%, and Alexa flash news briefings grew by 156%.

Mediatel News reached out to rival radio giant Bauer to see if it had seen a similar pattern in its radio listening figures. The commercial broadcaster confirmed that in its data from 16-22 March, it had seen a “definite change” in listening patterns via connected devices.

Bauer, which broadcasts stations including Kiss, Absolute Radio, and Magic, said it grew its total digital reach by 6% and its hours by 3% week-on-week, reaching a record daily reach for Bauer Radio streaming on Friday March 20.

Last weekend (21-22 March), the business saw its average daily reach and average daily hours increase by 15% and 13%, respectively, while on Sunday it surpassed its record for listening via smart speakers. Listening on other connected devices also showed a week-on-week uplift in total listening hours, Bauer said.

Of Bauer’s radio portfolio, Absolute Radio has experienced the largest growth in reach, while classical station Scala was the greatest driver in hours per day.

This article was updated on March 24 at 14:21 to add Bauer’s response.

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