Just 28 percent of the Canadian population consider CBC radio important, and more people prefer commercial radio by a margin of more than two to one, a CRTC survey shows.
According to Blacklock's Reporter, the study showed that while 45 percent of the populace in general considered radio important for access to music and local news content, just 28 percent said CBC radio was important.
"Commercial radio listeners are generally satisfied with the listening experience," the research study found. "Many listen to commercial radio going to and from work, at work, and some listen at home."
"By far the most common thing commercial radio listeners like about it is that it is free of charge," the study concluded. "Three in ten cited the convenience and simplicity, or the connection it gives them to their local community."
In total, thirteen focus groups were surveyed, made up of 1,735 people across Canada. The federal survey cost $124,639 to conduct.
"The purpose of this public opinion research was to better understand Canadians’ attitudes, opinions and behaviours as they relate to radio habits, and satisfaction with the listening experience," the survey said.
37 percent of those surveyed said they "never" listen to CBC radio, while just 32 percent said they listened to CBC radio at least once a week. Two thirds of Canadians said they listened to radio in general at least once a week.