Another winning story for radio as the fitness industry may be a way of growth for advertisers. The Media Audit ad investment company MCCG Invest reported growth of 8% for audio platforms – with a focus on radio. The research shows advertisers could invest in radio to reap a massive share of health-club users. The research also says people who listen to audio are way more likely to be gym goers. The study said nearly 12 percent of adults in the U.S. reported using a health club in the past year. Nearly 18 percent of podcast listeners reported health club memberships, which was reportedly about 50% above regular folk. Streaming audio listeners were at almost 14%, and on-the-air radio listeners were at 13% with gym memberships.
The study had other exciting news too showing 75% of gym rats were radio listeners on an average day, compared to 64% of the total population. Plus, health clubbers spent as much as two hours and 10 minutes/day with radio, either during their commute or workouts. Younger listeners, Millennials and Gen Xers were at about 65% for heavy radio listening, that’s a whopping three or more hours a day and 56% of health club members were in those age groups. And lastly, heavy radio listeners were also health club users with daily audio listening at nearly five hours, that’s more than average television viewing for that segment.
So, the research shows this as an opportunity for advertisers who are looking for engaged listeners, spending longer times with their ears on the speakers and with the probability of higher incomes and obviously a health-focused mindset for gym goers contributing to audio’s effectiveness. 📻
