DAB+ target group study: Younger, more open-minded and with more purchasing power in digital audio

01.07.2022 - Germany Germany

The radio landscape in Germany is currently changing: from analog VHF and FM radio to digital audio broadcasting with DAB+ technology. With a comprehensive target group study, the Hamburg agency group pilot has now taken a close look at the audio audience and analysed the structural differences between DAB+ and FM listeners. The results show that digital audio users are on average younger and have higher purchasing power and are characterised by a positive basic attitude towards advertising. Regardless of the category or company, advertising in these segments of listeners has a high activation potential, which can be used for product launches.

(Digitalradio Deutschland) Read more