CANADIANS TUNING IN LESS TO RADIO
By Adnews Staff
Canadians are spending less time tuned into the radio, according to a Statistics Canada report. Canadians spent an average of 21 hours a week in 1995. That's 30 minutes a week less than they did in 1991. Women listen to radio a little more than men, tuning in about 22.2 hours a week. Men averaged 21.8 hours, while teenagers aged 12 to 17 listened 11 hours. The face of radio has also changed since 1991. The market share of talk shows rose 15% since that year, while easy listening formats dropped 70%. The growth of country music has slowed, but it captured an additional 9% of the market in 1995. Music radio has about 70.1% of the market, a drop from 71.3% in 1994. The FM signal continues to increase its market share, grabbing 57% in 1995, from 47% in 1991. Despite the drop is listening, the Radio Marketing Bureau estimates that radio advertising revenue rose by about 5% to $780 million in 1996, while net profit for the industry was around $20 million. Before 1996, radio revenue was flat.