Radio WAUs Blurring broadcast lines

  • The radio            has traditionally thought in terms            monthly audiences and reach rather            engagement. It is time for            radio industry to start thinking            terms of weekly engagement so            it can better benchmark itself            the wider picture of digital           
  • It is            for radio to think in            of weekly active users (WAUs)
  • As radio            steadily declines over time, it            imperative to understand the current           
  • Globally, radio            skew older, making the transition            digital platforms such as podcasting            challenging. However, these are audio            so podcasts may more naturally            to this demographic than to            audiences who may have never            talk-based audio content
  • Radio companies            well-positioned in their local markets            play a key role in            podcast transition