News and Talk Raises Radio Listening

Michael Hedges April 19, 2010 Follow on Twitter

Radio talk shows continue to push the right buttons, on the radio dial that is. Show hosts are big brands and when channels make changes entire markets shift. And more people tune in.

Radio’s overall reach in Spain is 55.2% of the population, one of the lowest in Europe. There’s an appearance of a rebound; penetration has increased from 54.4% one year on and 53.7% in 2008. Time spent listening is relatively unchanged at 106 minutes per day. The General Media Study is compiled and released by AIMC three times each year. Data presented are three-period rolling averages.

Media consumers in Spain are traditionally quite conservative. Change comes glacially slow. The first AIMC General Media Study (Estudio General de Medios - EGM) of 2010 shows a gradual melting of more than one of the national radio networks.

Six of the top ten Spanish national radio networks gained audience year on year (Monday through Sunday), led by gains from general interest network Onda Cero, public channel RNE and adult contemporary music channel Cadena 100. Two legacy channels – Cadena COPE and Los 40 Principales – posted significant losses. Market leader Cadena SER, with 37.9% market share, shows no sign of audience fatigue, though year on year it’s share has dropped a tiny bit. (See Spanish national channel share trend here)

The shock audience declines for Cadena COPE are, by many Spanish media watchers, pinned on the June 2009 departure of morning talk-show host Federico Jimenez Losantos. Others note Cadena COPE in decline for several years. With the most recent EGM survey, Cadena COPE is ranked 5th nationally with 12.4% market share, down from 15.4% one year one. In the like period two years ago the network ranked number 3 overall with 17.2% market share.

Spain’s biggest radio networks, like the big media houses owning them, are not shy about expressing opinion. Cadena COPE, owned by the Catholic Conferencia Episcopal, takes a conservative position on about everything and is opposed to the current Socialist government of Zapatero. Sr. Losantos, who also writes newspaper columns and appears on television, may have pushed even the Bishops a bit too far. Rather than accepting reassignment, Sr. Losantos resigned Cadena COPE, vowing and set up his own radio channel, Madrid-based esRadio, with two other right-wing fire-brand talk show hosts once heard on Cadena COPE.

Morning talk shows on Onda Cero and public radio RNE appear to have benefited from changes made at Cadena COPE. Onda Cero morning talk show host Carlos Herrera is the second most listened to after the La Mañana (Today) magazine program on Cadena SER. Like other well-known radio talk-show hosts in Spain Herrera augments his brand with newspaper columns and television appearances.

Also a general interest channel with wide distribution, Onda Cero has continued a slow and steady growth over the last five years. The channels ranks number 3 nationally with 6.7% market share up from 16.0% one year on.  

RNE’s morning magazine En Días Como Hoy, hosted by Juan Ramón Lucas, also made significant gains. RNE ranks 7th overall with 9.2% market share, up from 8.1% year on year. RNE’s significant audience gains over the last two years have reversed a negative trend starting in 2006.

The big music radio networks are equally in turmoil. Top 40 channel Los 40 Principales held it’s imposing lead over other music channels, placing 2nd among all national channels. It’s market share continues to erode, down to 21.2% from 23.6% one year on and 24.4% in 2008. The channel, owned by Grupo Prisa, has been on the air in Spain for 45 years.

Dance music channel Kiss FM also suffered. It’s market share continues to slide; now 7.6% from 8.4% one year on and 9.0% in 2008.

Gaining the most market share year to year of all nationally ranked channels is Cadena 100, ranked 6th with 10.4% market share, up from 8.8% market share. Cadena 100 targets 25-40 year olds with hits, oldies, DJs and a secret sound contest – the basic adult/contemporary formula. The channel is owned by COPE Grupo.

Fourth ranked Spanish music channel Dial increased market share to 12.9% from 12.4% year on year. Both Europa FM and Punto Radio continue making steady audience share gains. Top 40 channel Europa FM, ranked 9th, rose to 6.3% market share from 5.7% one year on. All-talk Punto Radio posted 4.1% market share up from 3.5% for 10th rank overall.

See also in ftmKnowledge

Media in Spain and Portugal

The Iberian Peninsula is home to media with vast international reach. Yet, at home the economic crisis has taken its toll. The ftm Knowledge file profiles Spanish and Portuguese public and private media as it struggles to cope. Includes Resources 58 pages PDF (September 2009)

ftm Members order here

Available at no charge to ftm Members, others from €49
Order