Its research, The Local Authority, found that 20% of those who listen to stations represented by First Radio Sales consume at least five hours of radio on average per day. By comparison, 16% of the total population consumes the same amount on a daily basis.
The research also examined key characteristics of local radio listeners, concluding that those who listen to local stations typically handled by First Radio are likely to make key purchases near to their homes.
Tony Mellor, managing director of First Radio Sales, said that most media plans focused only on major urban areas, often overlooking "a vast swathe of middle Britain" that lives in small towns.
The study was based on 1,000 street interviews in 25 towns and cities, representative of First Radio Sales-represented stations' output, conducted by street survey.
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