There’s something about Bob

Michael Hedges March 9, 2009

Radio works best – attracting more attention, that is – when it steps outside that safety and security zone with new and different, sometimes wild and crazy. Old familiar channels, and their managers, practicing risk management bore listeners to tears. Well-known brands seizing the moment – and the technology – always win. And occasionally there’s a new Bob in town.

Germany’s radio score-card Media-Analyse (radio MA) was released (March 4) to head-scratching and not a few moans and groans.  The 54 radio channels of Germany’s public broadcasters reached 36.6 million people during the working week, up 2.6% from the previous survey. Private sector broadcasters also increased their reach to 29.9 million, up 1.3%.

The ARD press release noted that 52.4% of Germans tune in to public radio channels. Radiozentrale director Lutz Kuchunk pointed out that among advertising carrying radio channels there is rough parity; 42.9% for public channels versus 42.8% for private radio stations. Listening among 10 to 29 year olds increased to 69.4% from 68.9%.

“This is a pleasing result,” said Kuckuck. The reach gains show that radio remains highly accepted.” Radiozentrale is a support group for German radio broadcasters. Radio is widely popular in Germany, robustly competitive and, on occasion, extremely creative. Listeners 30 to 59 years old remain the biggest radio fans, 83.4% tuning in daily.

Whether from risk aversion or attention deficit several of Germany’s biggest radio brands – Antenne Bayern (down 5%), RSH (down 11%), FFH (down 13%), Berliner Rundfunk (down 17%), included – felt the wrath of the listeners. Public radio channels, using tricks of the trade plus the breadth of new media jumped ahead. Radio brands succeed on many tracks; either you’re cool or you’re important.

Antenne Bayern was tipped off its perch as the top rated station in Bavaria – and Germany - by public channel Bayern 1. Antenne Bayern is still top rated among 14 to 49 year olds in Bavaria with a 30% market share. Bayern 1 jumped from 22.9% to 26.3% market share. Public broadcaster Bayerischer Rundfunk (BR) has five radio channels.

Overall listening in Bavaria increased slightly to 81.8% from 81.5% in the previous survey. The German national average for radio penetration is 78.6%, up 0.5% from the previous survey.

Public broadcaster Südwestrundfunk (SWR) had mixed results in Rheinland Pfalz. Popwelle SWR3 placed 2nd and SWR4 placed 3rd. SWR1 dropped more than 20% of its audience from the previous survey but retains number 4. BigFM gained more than 10% while Rockland Radio declined.

Public broadcaster NDR has an aggregated 49.4% market share in Hamburg, slightly leading the private broadcasting market share 48.2%. Radio Hamburg tied NDR 90.3 with 25% market share, Radio Hamburg down slightly and NDR 90.3 up slightly. Radio Hamburg benefits from, arguably, the best morning show host in Germany – John Ment.

In Berlin Brandenburg Antenna Brandenburg leads all stations in Berlin Brandenburg. followed by BB Radio, 104.6 RTL and Berliner Rundfunk. Yet another well-known radio brand, rs2, fell and now lags public youth channel Radio Eins.

In the south-west, Baden – Württemburg, private radio channels lost about 6% audience share since the previous survey.

In the east, public channel MDR 1 leads in Saxony (Dresden) with a 28.8% market share Monday through – Friday 0600-2400. The aggregated market share of Mitteldeutscher Rundfunk (MDR) channels is 46.1%. Private station PSR placed second with 12% market share. The aggregated market share of Sächsischen StadtRadio-Kette – a network of seven local radio stations – placed 3rd. Three stations targeting young people gained significantly: Hitradio RTL Sachsen, MDR-Jump and Energy Sachsen. RTL Sachsen is one of the biggest gainers in Germany, noted for creative use of call-ins.

Hit Radio FFH remains leader in Hesse (Frankfurt) for the 28th survey in a row. 

All audience researchers know that when the numbers are up broadcasters credit their brilliant programming; when down, blame the survey. FFH CEO Hans-Dieter Hillmoth groused that the MA survey does not measure internet radio where one in five Germans listen to radio. It was a point reiterated by Kiss FM / Berlin program director Christian Schalt: “We reach 20 percent of our listeners through alternative distribution channels such as the Internet or the phone already today.” Without new media distribution platforms measured the advantage goes to stations targeting older listeners.

Others disagree. “There’s no question listeners are not turning to the internet,” said ARD AS&S sales house research director Dieter K. Müller.

And then there’s Radio Bob! Last summer Regiocast rebranded the less than awesome Sky Radio, formerly owned by Telegraaf Media Groep (TMG), as Radio Bob! According to the new audience survey, it’s the fastest growing station in Germany, increasing some 90% over the last survey period. Radio Bob! targets 25 to 45 year olds in Hesse with rock and pop: think “Smoke on the water.” On the Web Radio Bob! augments its reach with a community site (freunde.radiobob.de). 

For the MA 2009 I survey 66,000 people were interviewed by telephone between September 7th and December 14th 2008. The next survey will be released in July measuring listening between January and April. Last year the sample frame for the Media-Analyse radio surveys was changed to include 10 to 13 year olds and EU citizens living in Germany.