More Talk Raises Ratings

Michael Hedges November 18, 2009 Follow on Twitter

Whether it is the spirit of the times and people want to hear voices on the radio or theirs is just so much to talk about, the trend toward more talk is growing. Perhaps music listeners are attached to their iPods or maybe music just stinks. Perhaps programmers should be spending more time with show hosts and DJs and less with the music computer.

A growing portion of French radio listeners are tuning out, according to the September-October Médiamétrie survey of French national radio listening (November 18). Gross national reach for radio has fallen to 80.2% - lowest in years - from 81.7% one year on and 82.7% in the same period 2007. And those listening are spending less time with radio. Average daily time spent listening, more cyclical, has fallen to 176 minutes from 178 minutes one year on. (See French national radio trends here)

Europe 1 found its highest market share in, like, forever; 8.6% up from 8.1% one year on. That’s still third place but in the media business upward motion is everything. Credit for the reversal of fortunes goes, logically, to a bit of risk-taking by new director Alexander Bompard. Show hosts have been shuffled and a new morning show with Marc-Olivier Fogiel is gaining traction.

Long standing top rated RTL remains top rated in the national survey. Its 12% market share is formidable. In September-October 2008 it was 12.3% and in the same period 2007 12.6%. Public channel France Inter reached 9.7% market share, not its highest and not its lowest, and keeps second place.

The biggest increase for any national radio channel placed public network France Bleu number 4. The 6.1% market share, up from 5.2% one year on, is the channels highest in, well, forever. France Bleu is a network of local public stations, which share some programming elements and produce local news and features. The 41 France Bleu stations are thought of as oriented to an older audience. Probably unrelated, France Bleu launched a iPhone app in October.

Pop music icon NRJ continues its downward trajectory, slipping to 5.6% market share (5th place) from 5.8% (5th) one year on and 6.6% (4th) in the same period 2007. Owner CEO Jean-Paul recently shook up the NRJ programming department.

There’s little happiness for NRJ Group with the new Médiamètrie radio survey. Oldies channel Nostalgie is also sliding; 5.1% (6th) from 5.5% (5th) one year on and 5.9% in the same period 2007. However, both Cherie FM and Rire & Chansions showed gains year on year. The adult contemporary music channel Cherie FM increased to 3.0% from 2.7% one year on and the indescribably Rire & Chansions rose to 1.8% from 1.6% year on year.

Talk channel RMC – also known as RMC Info – placed 6th in the national survey; 5.3% market share, up from 4.9% on year on. RMC’s gain, though likely due to improved distribution, and losses (again) by music formatted channels points to the long-term trend toward French listeners tuning in to speech-based channels.

Urban-oriented Skyrock still rolls. Its 4.5% market share is up slightly. Fun Radio (3.9%) and RTL2 (3.0%) were flat, year on year. And the jury seems to be in for Virgin Radio (Lagardére); a 2.5% market share is lower after more than a year under the new brand name.

Overall, the beneficiary has been public broadcaster Radio France. The aggregated market share for its channels – 22.8% - is at a five year high. In addition to gains by France Inter and France Bleu, France Culture had its best showing – 1.2% market share – in years, up from 0.9% year on year. Rolling news channel France Info dipped to 3.8% market share from 3.9% one year on.

The aggregated market share for the national commercial channels fell to 72.8% - still formidable – from 73.5% one year on and 74.9% in the same period 2007. There is little evidence on a national scale that local commercial stations have benefited though local broadcasters in Paris and other large French cities have seen fractional increases in audience shares. It’s clear that national commercial music formatted channels are losing their bond with their listener base.

The Médiamétrie 126000 national survey was conducted between August 31 and November 1, 2009 and surveyed persons 13 years and older.

See also in ftm Knowledge

Europe's Radio - Western Europe

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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 103 pages PDF (November 2009)

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