Is radio a powerful media channel?
Radio reaches about two thirds of the Polish population daily, mostly by FM radio receiver. The radio is most popular among people aged 40 to 59 years old. Consequently, Poles are most likely to listen to the radio in their cars or in the comfort of their homes. With its widespread availability, radio users have regular access to news reports and related content.In 2021, just under one third of Poles claims that they consider radio broadcasts as their main source of keeping up with the news. Radio especially is considered an essential news source among Polish seniors, aged 70 and older. Moreover, the daily reach of radio reflects in its advertising income. For most of the leading stations, advertising services have provided a steady income, with RMF FM recording the highest revenue in 2021.
