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.
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2017 CHINA MEDIA OVERVIEW – RADIO
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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