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AGENDA
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German Radio Audience: the East
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Radio Audience in Germany MA radio 2005 I results |
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Radio audience figures were released (March 9) for the whole of Germany by Media-Analyse, the joint broadcaster research institute. In general, the Radio 2005 I survey – covering September through December 2004 - shows an increase in radio’s overall reach in Germany, 81.9% of the population uses the medium, up from 81.2% in the previous survey. The current survey reveals a growing difference between the amount of time men spend with radio, 220 minutes, versus 201 minutes by women. Women, however, listen more than men between 0900 and noon and men listen than women between 1700 and 1900. Increasing their time spent listening by 2 minutes over the previous survey are people 30 to 59 years of age, to 243 minutes. The most favored age group for advertisers, 14 to 49 year olds, listen 220 minutes, unchanged from the previous survey. Privately owned radio stations in Germany have now doubled to 200 since 1989. In 1988 there were 10 private stations. That jumped to 100 in 1989. There are 59 public radio channels, dropping back from 63 in 2003. Of the top ten channels ranked by Monday through Sunday, 0600-1800 listeners, 8 are regional public broadcasters. Bavaria’s Antenne Bayern and the Radio NRW network in Nord Rhine Westphalia are the only privately owned radio chennels in the top ten. Six separate research companies conduct the telephone surveys and collect data from zones corresponding to Nielsen television survey zones. Before 2000 the MA conducted personal interviews to survey radio listening. That was replaced with telephone interviews. This method change caused a slight decline in reported daily usage, to 79% of the population from 82.3%, and a time spent listening increase to 209 minutes in 2000 from 179 minutes in 1999. Subscribers, sales-houses, and regional authorities release radio listening data but selectively. Media-Analyse (ag.ma) does not publicly release radio audience results. Survey results are designed as ad sales currency, results reported include “listeners per advertising hour.” Articles in this series on radio in Germany focus on the Radio 2005 I Media-Analyse results in the individual Nielsen zones. German Radio Audience: the North German Radio Audience: North Rhine-Westphalia German Radio Audience: Southwest German Radio Audience: Bavaria German Radio Audience: Berlin-Brandenberg German Radio Audience: the East |
MDR 1 Sachsen made significant increases both in Sachsen and the entire survey area. 379,000 Sachsen listeners tune in Monday through Saturday, 0600-1800, up 10.1%. In the total survey area the channel reaches 431,000 listeners, increasing 6.1%. 441,000 people tuned into the channel Monday through Friday, giving it a 21.1% market share.
MDR 1 Thüringen reached 220,000 listeners in the total survey area, an increase of 41,000, and 165,000 in Thüringen.
MDR 1 Sachsen-Anhalt showed 189,000 listeners in the broad survey area and 140,000 on Sachsen-Anhalt.
Jump, the pop music channel of public broadcaster MDR, remains the market leader in the Nielsen zone with 399,000 listeners, down 6% from 427,000 listeners. In Sachsen the channel dropped 19%, to 137,000 from 169,000 listeners. In Thüringen the channel reached 124,000 listeners, a gain of 53,000. There was a big ad campaign. Among persons 14-49 years the channel continues its’ sharp slide, losing since the MA radio 2003 II survey 27% of its audience, to 355,000 listeners from 485,000.
MDR Info added 11,000 listeners in Thüringen. Monday through Friday the headline news channel reaches 277,000 listeners, 3.4% market share. The channel suffers from a lack of FM frequencies in the total survey area.
MDR’s youth channel Sputnik increased by 36,000 listeners to 187,000. and an 8.3% market share. It’s only available on FM in Sachsen-Anhalt.
Privately owned Radio SAW, a legacy station in central Germany, claims the market lead with 364,000 listeners, Monday through Saturday, 0600-1800. In Sachsen-Anhalt only the station gathered 254,000 listeners.
Sachsen-Anhalt station Radio Brocken jumped 21.8%, the largest increase in the total survey zone, to 134,000 listeners from 110,000 posted in the MA radio 2004 II survey. The station, owned by RTL, markets to central Germany and reached 105,000 listeners within Sachsen-Anhalt.
89.0 RTL has 136,000 listeners in the total survey area, 38,000 in Sachsen-Anhalt, and 29,000 in Thüringen. The station has been on the air since August 2003.
Rockland, formerly Rockland Sachsen-Anhalt, is a local Sachsen-Anhalt station broadcasting both on FM and DAB, winning 17,000 listeners in the broad survey area, most, 16,000, coming from Sachsen-Anhalt. Rockland – programming modern rock to classic rock – has 147,000 day-after listeners in Sachsen-Anhalt. In the total survey zone the station lost 15% of its listeners, Monday through Saturday, 0600-1800, persons 14 and older.
Antenne Thüringen, the first private radio station in the state, lost its’ lead over public channel MDR 1 Thüringen, with 208,000 listeners in the broad survey area, down from 235,000, and 151,000 in the Thüringen, down from 176,000.
Landeswelle Thüringen reached 102,000 listeners in the Neilsen zone and 77,000 in Thüringen.
Leipzig based Radio PSR, another legacy station, targets Sachsen and follows market leader MDR 1 Sachsen. PSR lost 8% of its Sachsen audience, to 232,000 from 254,000 in the MA radio 2004 II survey. In the broad survey area, the station lost the same percentage, to 283,000 listeners from 310,000.
R.SA gained in Sachsen, to 95,000 from 93,000 listeners and to 101,000 listeners in the entire survey area from 96,000, a 5% increase. The station was launched in 2003.
Energy Sachsen increased to 72,000 from 66,000 listeners in Sachsen and to 89,000 listeners from 82,000, an 8% increase.
Ostseewelle Hit-Radio continued its three-year progressive trend to 122,000 listeners from 103,000, an 18.4% increase. The station targets 20 to 39 year olds and has been on the air for ten years. Antenne Mecklenburg-Vorpommern, the other private station in the länder, holds a dominating 32.3% market share. The station lost 3.4%, falling to 200,000 listeners from 207,000 in the previous survey.
Landes Rundfunk Zentral Mecklenburg-Vorpommern operates a small public station, NB-Radiotreff 88.0, an “open channel” community station. Public broadcasting giant NDR targets Mecklenburg-Vorpommern.
In a trend common throughout Germany, top stations are losing audience to more targeted, smaller stations. The top five stations in this Nielsen survey zone all lost audience among 14 to 49 year olds in the broad survey area. All of the next ten ranked stations gained audience.
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