Stability Might Be Welcome But It Doesn't Move Anything Forward

Michael Hedges January 31, 2020 Follow on Twitter

For those toiling in the media sphere there is enduring fear of digital disruption. For radio broadcasters this does not mean the continued encroachment by digital platforms like DAB. It is much more. Radio listeners - and particularly the young people advertisers need to survive - are steadily migrating to online and mobile platforms. Where better to find the days’ perfect playlist or podcast? For radio broadcasters a day of stability is welcome relief.

Italian radio broadcasters and those who pay attention to them were treated this week (January 28) to one of those good days as the semi-annual TER (Tavolo Editori Radio) radio audience estimates was released. Most broadcasters were pleased, responding positively to “stability.” Radio daily reach, overall, increased slightly in the second half of 2019; 0.4%.

In terms of national weekly gross reach, ranking of the top 12 were unchanged year on year. RTL 102.5 remains on top, followed by Radio Italia, RDS 100%, Radio 105, Radio DeeJay, R101, Radio Kiss Kiss, RAI Radio1, Virgin Radio and RAI Radio2. Gross reach for each exceeds 7 million listeners. All but one moved a bit up or a bit down. (See Italian national/regional radio audience trend charts here)

Virgin Radio, ranked 9th, gained 6.0% in weekly gross reach. Virgin Radio is a rock music channel owned by Mediaset. It is available on nearly every possible platform. Last August Mediaset shuffled FM frequencies used by Virgin Radio and R101.

Further down the daily reach rankings, dance music channel m2o, 15th nationally, gained 7.0%. It is owned by Gruppo Editoriale L’Espresso. Rock music channel Radiofreccia, 18th nationally, was up 12.4% one year on. Launched in 2016, it has been moving up steadily over the last five periods and is owned by RTL 102.5 (not to be confused with RTL Group). Radionorba, 20th, bounced up 10.4% in weekly gross reach. Its programming puts emphasis on live competitions, which are simulcast on a dedicated TV channel.

In average quarter hour (AQH) results, which measure time spent listening, rankings remain essentially the same. There were a few notable differences. RTL 102.5, also on top of this ranking, was off 9.1% in AQH, year on year. Public channel RAI Radio2, mostly pop music, was up 10.4% for 8th place in AQH. Radio Subasio, which bumped up a year ago, fell back to 11th place in AQH, losing 13.7%.

The aforementioned Radiofreccia seemed to keep listeners in its growing reach with a 27.3% increase in AQH one year on. Also rising in AQH is regional station Radio Birikina, up 44.9%, and regional pop music station Radio Piterpan, up 104.2%.

Most Italian broadcasting groups expressed general satisfaction with the TER Radio results. The exception, again, was RAI Radio director Roberto Sergio, who has not been pleased with research methodology “based on memory.” But, he complained, no fellow broadcasters are listening to his criticism. (See more about media in Italy here)

In a statement laced with metaphor, he asked for an adjustment. “I am very curious to see this time what will come out of an inadequate detection system to photograph reality,” said his statement. “We have been repeating the same criticisms of the system for months without anything changing. We hope to have the support of the partners to substantially change the methodology for the good of Italian radio stations. If this is not the case, we can only decide accordingly.”

See also...

• Hot Topics - Media in Italy