Filipinos may spend more time watching TV, but those who listen to radio stay longer, according to a study by Kantar Media and Radio Research Council.

While radio got 18 percent of media ad spend compared to TV’s 73 percent in 2013, there are still great opportunities in the medium, according to Gabriel Buluran, General Manager, Kantar Media.

His study, titled ‘Tuning in to Radio’ found that on average, radio listeners spend almost two sessions of 105 minutes compared to TV viewers’ sixteen sessions of 20 minutes per day.

While over two million listen at home, there are 300,000 Filipinos who listen at work and 100,000 while in transit, where the only touch point is often through mobile devices, one of which is radio.

Around 33 percent of Filipinos listen to FM radio through mobile devices, the report said.

Buluran also suggested that the radio industry must harness the mobile, out-of-home audience before TV starts encroaching on this space.