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Is Radio Falling On Deaf Ears? Not At All, Say Norwegians
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Is Radio Falling On Deaf Ears? Not At All, Say Norwegians

Radio in Norway has maintained strong listenership throughout the pandemic, continuing to be  a powerful way to reach all demographics—even when many people have spent more time at home during the past year. In fact, almost half of the 10-19 age group and the 20-29 age group in Norway are daily listeners. Now, well into 2021, and with communities opening up and our daily lives returning to normal, how can advertisers seize the opportunities?  

LISTENING BEHAVIOURS VS AD SPEND

Radio has been a comfortable companion throughout the COVID-19 pandemic, and as a result, has improved listeners’ mood throughout the day. Over eight-in-10 consumers in the U.S. claim to be listening to as much or more radio than they were before the pandemic. So did Norwegians, as Nielsen Radio Measurement found that 61% of the population 10 years+ tuned into radio for more than an hour (1.5 hour on average) in a day. This listenership remained strong as restrictions were lifted. Radio reached nearly 3 million Norwegians on a daily basis in June 2021, on par with the high in 2020.

As a result of strong engagement, advertisers spent 2 billion Norwegian Krone (gross) on radio in 2020. And as some consumer activity returns to normal, this trend has continued throughout 2021, as advertisers continue to view radio as a valuable media type.

Electronics goods, groceries, information and services, medicines and health and car and car equipment, which provide convenience and essentials to consumer’s daily life, topped the chart on advertising spending.

A DIGITAL FIRST STRATEGY

Many companies are learning from advertisers in Singapore, where advertisers are considering digital radio platforms as a way to better reach younger audiences. In Norway, with the rise of smart speakers and other connected devices, listeners now access their favourite stations beyond traditional means. DAB radios are still, and by far, amassing the largest listenership. That said, smartphones are reported as the most popular portable device to listen to radio on. Our Annual Survey supports this. Among those who listen to radio via smartphone, one-fourth listen on a daily basis, and 71% listen at least once a week. This provides a sound advertising opportunity. Away from the visual clutter, audio advertisers can extend reach, building brand awareness and engage listeners in an intimate, personal setting. Combining radio and digital advertising helps advertisers boost ad frequency and further influence interested audiences to take action. 

During the summer, Norwegians continue their daily tune-in habits, even when they travel to their summer residencies. Listening at the home office or at the summer residencies during the staycation is also likely to stay. Radio is here to stay.