RADIO LISTENERSHIP PATTERNS AMONG TRADERS IN BODIJA MARKET IBADAN

This study examines the radio listenership patterns among traders in Bodija Market, Ibadan, with a focus on their listening habits, preferred stations, programme choices, and the factors influencing their exposure to radio content. The research was guided by the Uses and Gratifications Theory, which explains how individuals actively select media to satisfy specific needs. A survey method was employed, and questionnaires were administered to traders across various sections of the market. Findings revealed that radio remains a highly accessible and trusted medium among the traders due to its affordability, portability, and ability to provide timely information. The study also showed that traders primarily listen to radio for news, entertainment, music, and business-related updates, with morning and evening periods representing peak listening times. Programmes delivered in local languages significantly enhanced listenership and comprehension. Despite the growing presence of digital media, radio continues to play a vital role in the daily activities and decision-making processes of Bodija Market traders. The study recommends that radio stations develop more localized and business-oriented content to sustain and increase audience engagement within market communities.