Avid Radio Listeners Are Radio’s Top 20% Movie Consumers.

Scarborough Research released an analysis that found that consumers who are avid radio listeners are 11 percent more likely than all consumers in the 75 markets Scarborough measures to see a movie on its opening weekend. This represents more than three million avid radio listeners who usually see a movie during its first weekend of release.

Movie going frequency varies with an avid listener’s preferred radio format. New AC/Smooth Jazz, Spanish and Urban format listeners lead avid radio listeners in movie attendance, with seven percent of avid listeners of these formats having gone to the theatre three or more times during the past month. New AC/Smooth Jazz listeners are 35 percent more likely than all avid radio listeners go to the movies this frequently; Spanish format listeners are 26 percent more likely than all avid radio listeners to do so, and Urban listeners are 25 percent more likely.

Avid radio listeners interact with movies in many ways. Eighteen percent of avid radio listeners view online movie listings, and five percent have bought movie tickets online during the past year. Avid radio listeners are 18 percent more likely than all consumers to listen to a radio station online, 32 percent more likely to go to a radio station website, and 11 percent more likely to watch video online, providing further opportunities for promotion.

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