Audience Behavior Never Rests, Personalities Still Charm

Michael Hedges July 12, 2021 Follow on Twitter

The last year and a half have been something of a challenge for radio broadcasters. With pandemic lockdowns keeping people - often known as listeners - at home that traditional morning commute surely disappeared leaving the most important venue for radio broadcasters, the automobile, safely in the garage. All of a sudden morning radio morning radio wasn’t so much fun anymore, just something else about coronavirus spreading and vaccines arriving. It all took a bit of adjustment.

But, radio broadcasters are usually quite good at adjusting. Addressing every moment as something new and different come naturally. Only the advertising people panicked. Spring audience estimates from Spain’s General Media Study (EGM) show that listeners kept tuning in for the jokes and, being Spain, sports. Companionship remains radio’s most important quality. Total radio reach for the period was 55.4%, steadily falling from a 2012 peak of 61.9%. The national audience estimates include regional channels.

In the national audience survey during the April-May period, released July 6 by the Association for Media Research (AIMC - La Asociación para la Investigación de Medios de Comunicación), Cadena SER remained top rated, 30.4% reach share. There is no comparative annual data point as AIMC suspended interviewing after the January-March 2020 period, resuming for October-December. A reach share average of April-May and the five preceding survey periods shows Cadena SER mathematically unchanged. Spanish media watchers noted a distinct rise in reach share for the Hoy por Hoy (Day by Day) morning show presented by Àngels Barceló, known to Cadena SER listeners since 2005. Cadena SER, owned by big Spanish media house Prisa, is largely a news and information channel

Second place, again, was Cadena Cope, owned by the Spanish Episcopal Conference and also a major Spanish broadcaster. The April-May reach share for Cadena Cope was 26.0%, its best showing and trending higher. It is a general interest channel, often orientated toward religious themes. Morning show host Carlos Herrera remains the highest ranked in Spain. Sports show 'El Partidazo’ brought in new listeners to Cadena Cope. Weekend sports shows have long been magnets for fans. Cadena Cope blockbuster Tiempo de juego (Playtime) still leads Cadena SER’s Carrusel Deportivo.

News/talk Onda Cero, owned by broadcaster Altresmedia, placed fourth nationally with 11.5% share, slightly under the trend. In 2015 Onda Cero ranked second and seriously challenged Cadena SER. Then Cadena Cope lured away Carlos Herrera.

Main public channel RNE Radio Nacional ranked 7th, slipping further against the trend with 7.0% reach share. Its morning show, Las mañanas de RNE, gained in daily reach nationally. Alternative music RNE Radio 3 placed slightly about the trend line. All-news channel RNE Radio 5 and classical music and arts channel RNE Radio Clasica were essentially unchanged.

Above the reach share trend, already growing, was esRadio, a Madrid news/talk station founded in 2009. Over time esRadio has gradually improved FM distribution across the country and now has a reach share of 5.3%. It was founded by well-known media personalities Federico Jiménez Losantos, currently the morning show host, journalist César Vidal and TV/radio host Luis Herrero, currently host on evening programs.

Most top music channels - Los 40 Principales, Cadena 100, EuropaFM and Kiss FM - held their own in reach share. Cadena Dial and Rock FM fell below the trend. Brand extensions Los 40 Classic and Los 40 Urban, new since last December, attracted new listeners.

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