Eventually Changes Must Be Made

Michael Hedges April 17, 2014 Follow on Twitter

One of the great inevitabilities is the next ratings period. There are others, some more permanent. For programmers and managers find this an opportunity for change, knowing all the while audiences can be very resistant. Inertia is not a viable strategy.

Market shares of the top two French national radio channels aren’t what the used to be. RTL and France Inter, both news and talk-heavy general interest channels, have long been first and second, respectively, in the Médiamétrie audience estimates. That hasn’t changed…yet.

For RTL the full day Monday Friday market share in the January through March period, released this week, fell to 11.2% from 12.4% one year on. Listeners have been trickling away, little by little, for a year. Yes, indeed, there have been recent adjustments to the show host lineup but, overall, RTL managers dare not make too many.

“Our results are not satisfactory,” said RTL CEO Christopher Baldelli, quoted by ozap.com (April 15), adding that the channel “is still the only radio in France to have double-digit audience share.” In September RTL’s marquee morning talk show Grosses Têtes will add actor-comedian Laurent Ruquier, age 51 and most recently with Europe 1, replacing octogenarian Philippe Bouvard.

Interestingly, RTL programmers tried retiring M. Bouvard in 1999. Listeners reacted badly and he was back in 2001. “Radio has become a changing medium,” observed M Baldelli. “There will be other changes, no doubt.”

Public radio channel France Inter, perennially number two nationally, dropped to 8.9% market share from 9.5% year on year, lowest in more than three years. This was not a good survey period for public broadcaster Radio France, aggregate market share falling to 22.5% from 23.8% one year on. Regional network France Bleu, which showed gains in 2013, slipped to 6.7% market share from 7.1%.  All-news channel France Info was unchanged at 3.4% market share, unswerving for five consecutive survey periods. Classical music channel France Musiques dropped to 1.0% market share from 1.3% and arts channel France Culture was unmoving at 1.4% market share. Results for youth channel Le Mouv’ were beneath Médiamétrie’s minimum reporting threshold…again. Radio France gets a new director general in mid-May as Mathieu Gallet, only 37 years of age, replaces Jean-Luc Hees. There will be other changes, as everybody says.

It was Europe 1 that posted the biggest market share gain among French national stations, to 8.1% from 7.1% one year on. The perennially third place channel has often been poised to challenge second place France Inter, coming now ever closer. It, too, has a multi-host morning talk show, which is losing the aforementioned Laurent Ruquier. “We regret his departure of course,” said Lagardère Active CEO Denis Olivennes, quoted by Les Echos (April 16), “but this is not a tragedy.” A replacement for M. Ruquier will be announced next month.

The other national general interest channel, RMC, posted a slight gain, 6.8% market share, up from 6.5% year on year. The five statutory general interest channels dropped to 41.7% aggregate market share from 42.6%. NextRadioTV CEO Alain Weill, owner of RMC, recently predicted the national market share range for general interest channels will eventually compress to between 10% and 8%. As of the January-March survey period the range is 11.2% to 6.8%. Five years ago the range was 12.5% (RTL) to 5.2% (RMC).

The other big winner was hit music channel NRJ, climbing to 7.7% market share and 4th place in the national survey from 7.1% year on year. It is the best full day showing for NRJ in eight years. NRJ Group managing director Maryam Salehi credited gains among 13 to 16 year olds.

Among other NRJ Group channels Nostalgie was up a slice, Cherie FM down a slice and Rire & Chansons unchanged. Pop-rock channel RTL2 jumped to 3.0% market share from 2.5%. French national music stations gained market share, on aggregate, to 32.7% from 31.7%.

See also in ftmKnowledge

Europe's Radio - Western Europe

Opportunity meets tradition in Western Europe's radio broadcasting. Change has come fast and yet oh, so slowly. This ftm Knowledge file contains material and resources on public and private radio broadcasting in Austria, Belgium, France, Germany, Liechtenstein, Netherlands and Switzerland. 244 pages. Resources. PDF (September 2013)

Order here

Media in France

French audiences are moving fast to every new platform. Mobile and Web media challenges the old guard while rule makers seek new directions. Media life in France... and a few secrets. includes updated Resources 147 pages PDF (November 2011)

Order here