Listeners Flock To Top Brands, The Rest Left Behind

Michael Hedges April 9, 2020 Follow on Twitter

Sitting on the edge of the chairs is not a comfortable position. Working from home, however, gives some media executives a more comfortable seat on the living room couch. When the research person - or sales manager - phones nerves are still jangled. And the calls are inescapable.

French measurement institute Médiamétrie released this week national radio audience estimates for the January through March period. Expectations were muted, especially from the advertising people. Top line figures were remarkably similar to those from the same period last year. Overall, persons 13 years and older Monday through Friday reach dropped slightly, 77.6% from 78.1% year on year. Average time spent listening was actually up one whole minute. Interviews were conducted between December 30th and March 16th, ending nearly two weeks earlier than planned as France locked down.

The rest of the Médiamétrie report was new information. For the first time in, like, forever the two top rated channels - RTL and France Inter - were tied. Also new, both showed significant audience share increases. General interest channel RTL increased share to 13.5% from 12.4% one year on. Public general interest channel France Inter jumped to 13.5% share, an historic high, from 12.0%. Both channels are news-heavy. Aside from dreadful winter weather there was little to drive news listening until the very end of the measurement period, when the coronavirus lockdown started March 12th with school closings and proceeded to the rest of French life.

In 3rd place was news-talk channel RMC Info, 5.9% share down from 6.1% year on year. Regional public network France Bleu was also off slightly, 5.8% share from 6.0%. Legacy hit music channel NRJ took a bit more of a hit, dropping to 5.6% share from 6.1%. Oldies channel Nostalgie ranked 7th, 4.8% share, slightly up from 4.5%. After several changes over recent years general interest channel Europe 1 appears to have stabilized, unchanged with 4.5% share.

Among music channels rap-hip-hop Skyrock moved into 8th place, 4.0%, best in 8 years, from 3.2% share, one year on. Public all-news channel France Info dropped to 3.3% share from 4.0% as all Radio France channels endured industrial action until February 2nd with news assets shifted to France Inter. RFM placed 10th, slightly lower at 3.1% share from 3.4%. RTL2 was unchanged at 2.9% share. Fun Radio suffered the biggest fall among music channels, 2.6% share, worst showing ever, from 3.6%.

Overall, the January to March audience estimates show two rather clear - perhaps related - trends. French commercial radio continues to lose audience; 67.1% share from 67.8% year on year. Two years ago the aggregate share was 69.4%, and 70.8% five years ago. The channels of public broadcaster Radio France, on aggregate, have grown; 27.8% audience share from 27.3%. Most of the growth has come from the last 18 months and almost all from France Inter. These are small changes, taken individually, but suggest other effects, such as streaming music portals on the music channels.

Next week Médiamétrie will release radio audience estimates for Greater Paris (Il de France). Those results are often rather different from the national report. Again, some will be sitting on the edge of their chairs or couches.

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