Radio Consumption in Spain

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In a study carried out by the Media Psychology Lab  of the Pompeu Fabra University, led by Emma Rodero, results show that radio consumption and positive perception have increased in Spain during quarantine. The study analysed listening habits, consumption and perception of the medium of radio listeners during quarantine.

According to the study, radio is the medium that best copes with crises.

In general, 8 out of 10 respondents feel positively towards radio and how it has performed throughout the pandemic. Many also stated that they “agree with the radio content they listen to”, whilst also stating that “time dedicated to the pandemic should be reduced in order to introduce more entertainment and distractions”.

Radio is the closest and most personal medium and the one that most stimulates the imagination

It is the closest medium, providing accompaniment to the listener. According to the study, radio has a very important psychological impact in situations of crisis or uncertainty. The study demonstrated that radio is considered a close and personal means of receiving information – as it provides a distraction, reduces loneliness and also acts as company in solitude.

Radio is positioned as the medium that is best covering the information on the coronavirus and the one that they consider to be the most credible, most neutral and impartial, followed by television and the press. Radio is the most credible medium: the most trusted, and the most neutral and impartial.

Listeners are consuming more radio and more variety of stations

During quarantine, radio listeners are not only consuming more radio, but from a greater variety of stations. While the mornings are still the most listened to day part, listening is more distributed with more hours, stations and programs. The study also shows that consumption is other sound formats is growing, including podcasts and audiobooks.

How people listen to the radio:
Device (45%)
Mobile or tablet (30%)
Computer (16%)
Smart speaker (9%)

Where they listen to the radio:
Living room (25%)
Bedroom (24%)
Kitchen (23%)

Additionally, there is also a 24% increase in listening to radio collectively. 

Radio continues to be a predominantly informative medium. With such, the study found that informative programs are the ones which have grown the most during quarantine. Therefore, in Spain, stations such as Cadena SER see increases in consumption, while more niche musical stations and programs have seen decreases. 

Read the complete study by Emma Rodero and the Media Psychology Lab:
Available in Spanish and coming soon the English version. 

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