People who enjoy local stations over national ones are more likely to listen to commercial radio and less keen on podcasts than the average person, according to a recent YouGov survey.
Some 38% of Brits tend to (29%) or definitely (9%) agree that they prefer local radio stations to national ones.
This is too vague to draw conclusions though. Does that include local variations of national brands which make up the overwhelming majority of the All Local Commercial reach figure (46%)?
Plus, BBC Local Radio and local commercial radio only has a combined market share of 32%.
Furthermore, if you ask the average person what they want from a local radio station, they'll say news, travel and weather because they’re known for these.
If you ask what they want from a radio station generally, they’ll say something of interest and/or entertaining.
And see restaurant menus: people don't always know exactly what they want until they’re offered it.
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