Radio WAUs Blurring broadcast lines
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- 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