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2017 CHINA MEDIA OVERVIEW – RADIO

English

In 2016, China’s radio reach rate dropped slightly, at 59.5%. It can be seen from the proportion of the entire listening volume that the listening time at home became shorter and shorter, while the listening time in the car increased.

Summary

Radio audience’s age in China was mainly between 35 to 44 and 25-34 years old, and the majorities were females. More than 85% of radio audience’s education is senior high school and above.

Provincial radio and city radio appeared to be more competitive and took up more than 90% share of total radio market in China.

In 2017, brands that spent the most on radio advertising were mainly health care products, post and telecommunications, and transportation.

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