Estudo confirma amplo alcance do rádio
Autor: Carlinhos Albuquerque Lima | Publicado: 2013-01-28T12:04:00-08:00

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Pesquisa mais recente da Ipsos/Marplan sobre o perfil dos ouvintes de rádio mostra que as ondas radiofônicas estão presentes de forma equilibrada nas classes A, B (42%) e C (46%). Já as classes D e E somaram um percentual de 11% de representatividade no estudo.  Considerando que, na última década, 35 milhões de pessoas passaram a integrar a classe média no Brasil, segundo estudo da Secretaria de Assuntos Estratégicos (SAE) da Presidência da República, e que 28% dos brasileiros estão nas classes mais baixas, o estudo pode confirmar uma das características mais marcantes do rádio: seu caráter popular.   O instituto pesquisou 13 mercados brasileiros, o que equivale a 86% de todos os investimentos publicitários no país. Os dados foram divulgados no fim do ano passado. Com relação aos assuntos que mais interessam aos ouvintes, música, saúde e humor encabeçam a lista, seguidos de religião, educação e medicina alternativa. E, entre os ouvintes, as mulheres são a maioria (52%). O maior percentual de espectadores está na faixa entre 25 e 34 anos, nas classes A ou B.  Do total de entrevistados, 74% disseram ouvir rádio frequentemente, o que equivale a um contingente de mais de 37 milhões de pessoas, segundo a pesquisa. 5% ouvem a programação das emissoras na internet.   Apesar da popularidade dos dispositivos móveis, ainda é mais comum ouvir rádio em casa, principalmente durante as tarefas domésticas. De acordo com o estudo, 81% acessam a programação enquanto estão em suas residências; 15% o fazem no carro; 9% no trabalho e apenas 2% ao ar livre. Por outro lado, a pesquisa revela uma influência das mídias móveis. Das pessoas que ouvem música ao ar livre, 83% o fazem via celular.  Os ouvintes do rádio também estão conectados à internet. 54% dos assíduos das programações acessam a web, sendo que, 77% deles têm contas em redes sociais, o que demonstra o alto potencial de convergência das mídias e de novos modelos de negócios entre elas.  Assessoria de Comunicação da Abert