Knowing Your Own Audience

When thinking about more practical ways to gather useful information for a radio station, one of the most direct approaches is to use its own social networks and simply ask. It is worth noting that when we use the station’s own platforms, we are basically communicating with people who are already listeners and, for the most part, already identify with the station they follow. Of course, many of them follow both the station and its competitors — especially those with similar programming. Therefore, it is not a waste of time to try to better understand this “planet” that contains both loyal and “disloyal” listeners right there on the station’s Instagram, “X” (Twitter), or Facebook.

The feedback collected through such channels is qualitatively valuable, but it mainly represents the most engaged listeners. A large portion of listeners with lower levels of formal education tend to avoid any type of survey — especially those with open-ended questions — as they try to avoid revealing writing mistakes or even difficulties understanding the questions. Many simply ignore survey links that interrupt their browsing. Yet, this group often provides the most useful and constructive feedback for the station. There are also those who genuinely enjoy being the “voice of opinion” — and that does not mean they will be insincere. In fact, they are quite likely to be honest. Indeed, there is a lot that can be learned from this type of survey.

Self-Selection Bias

The most engaged listeners tend to participate more frequently, unlike in surveys that segment and weight representative groups by age, social class, gender, and other variables. In this case, the listener chooses to participate voluntarily, which mostly attracts the most “passionate” followers.

This type of assessment reflects the perception of engaged listeners — but not of the entire audience. The more transient segment of the audience — the one the station aims to capture — generally ignores participation forms because they have no sense of loyalty. Yet, it is precisely from this group that the most valuable criticisms often emerge, and analyzing them can generate hypotheses and actions to help grow the audience.

Other Methodologies

A field survey, on the other hand, aims to build a broader view of the market. It can include an evaluation of competitors and even reach people who are not yet listeners — who remain undetectable in surveys conducted through the station’s own digital channels. Such research can reveal how effective competitors’ strategies are and how they succeed in attracting new audiences.

Where Journalism Is a Ratings Champion: Who Loves It?

The audience most passionate about consuming news typically displays a predominantly male and pro-market profile in any survey. However, this does not necessarily mean that they are partisan. On the contrary, they tend to reject political-party contamination — even when a journalist’s or commentator’s ideological leaning is similar to their own — especially if the professional becomes trapped in partisan rhetoric during broadcasts.

This audience values neutral, in-depth analysis and is perfectly capable of applauding well-founded criticism or praise directed at public officials.

The problem is that, in Brazil, many journalists have adopted predictable positions: their audience already knows in advance who they will praise and who they will criticize every day. Their arguments often become routine rhetorical adjustments, designed to defend allies and attack opponents.

On average, news consumers favor more efficient government management, reduced waste, and less bureaucracy. They seek programs with a high degree of political neutrality — those capable of evaluating issues based on their merit, not their authorship. Because this is rare, many networks resort to a “two-sided debate” format. However, the effect is not the same as listening to analysis without ideological “colors.” Even sectors of the right — which try to capture this pro-neutrality banner — often contradict the very principles expected by this audience, as many “conservative” parties also support increased public spending.

A Common Phenomenon Around the World

This preferred audience pattern repeats itself across countries and cultures. In the United States, for example, Fox News explains much of its overwhelming cable television dominance. In 2025, it maintained historic margins: 65% of total viewership in the first quarter and 66% in prime time — outperforming CNN and MSNBC by three to four times. Despite this success, Fox News is far from a model of impartiality — which is precisely one of its biggest weaknesses.

Pro-Market Leadership of Radio Mitre AM in Buenos Aires

In Argentina, Radio Mitre stands out for refusing to align blindly with any political party. It exposes wrongdoing regardless of the party involved and does not shy away from asking tough questions — whether to the government or the opposition. Its mission is always to be critical of populism, whether it comes from the right or the left — and this is the source of its strength. In comparison, its journalistic stance is far more balanced than that of Fox News.

According to a Kantar Ibope Media survey (June–August 2025):

• Radio Mitre: 31.26% share (oppositional to Peronism)

• Radio 10: 15.47% (Peronist/Kirchnerist)

• Rivadavia: 14.17% (oppositional)

• La Red: 14.14% (hybrid profile, with journalists from different ideological backgrounds at different times)

• El Destape AM 1070: 8.3% (Peronist/Kirchnerist)

• Loyalty: Between 70% and 80% of listeners are “habitualists,” meaning they listen daily.

• Age profile: A mature audience (35+) strongly identified with the “talk radio” format.

• Highlight: Journalist Eduardo Feinmann, whose show Alguien tiene que decirlo (6 a.m.–10 a.m.) reaches peaks of about 300,000 listeners.

It Becomes Clear

Here, a brutal reality about the mass audience of journalism becomes evident — and I prefer not to elaborate too much on this point. It is so obvious that it hardly needs further explanation. As for audience research, what will truly complete the picture is the execution of multiple studies using different methodologies. A meta-analysis — compiling and cross-referencing these results — can become a true oracle, capable of answering several important questions that, if not pursued seriously, risk being lost in ignorance. And with that ignorance, the station itself may also lose its direction and purpose.