Audience Rejects Bland Campaign Coverage

Michael Hedges April 19, 2012 Follow on Twitter

The audience can be cruel and unpredictable. Just when programmers detect a trend it disappears into thin air, the atmospherics of time and place. There is, though, always opportunity to reinvent.

The drone of the French presidential campaign, which began in earnest last January, may have pushed radio listeners back to hit music and away from some, at least, news-talk channels. The Médiamétrie survey of French national radio listening for January through March showed significant market share losses for RTL and Europe 1 and a big increase for NRJ. Overall listening year on year was down slightly to 82.1% of the population and time spent listening was up to 176 average daily minutes.

While perennially number one RTL kept the top spot in the French national radio survey, the market share fell to 11.5%, down from 12.6% one year on, the worst result for the general interest channel since 2006. The main beneficiary appears to be public news-talk channel France Inter, which posted its largest market share in, like, forever; to 10.4% from 9.9% year on year. General interest channel Europe 1 dropped to 7.2% market share from 7.6% and news, sports and talk channel RMC dropped to 6.0% market share from 6.2%. Public rolling news channel France Info, tied for 9th place, rose to 3.8% market share from 3.6% year on year.

“Except for France Inter the presidential (election) benefited none of the general (interest channels),” said RTL Radio (France) chairman Christopher Baldelli, quoted by Les Echos (April 18). “I think it is related to the editorial choices of France Inter in treating this campaign. When the campaign is over, they will have to reinvent themselves a bit.”

“People no longer know where to turn and have developed a mistrust of the media,” offered France Inter director Philippe Val, quoted by LePoint.fr (April 18) before zinging RTL. “In my view, RTL’s problem is the program. They are stuck in (advertising). It is more difficult to make programs that appeal to both advertisers and the public. It’s also about atmosphere.” RTL and Europe 1 have been criticized for “too neutral” coverage of the French presidential campaign.

The January-March survey period was good to all channels of French public radio. In addition to gains by France Inter and France Info, regional network France Bleu posted 6.3% aggregate market share, up from 6.2%. France Culture and France Musique were also up year on year. The aggregate market share for French public radio rose to 24.1%, highest in a decade.

Virtually ignored by French media watchers after the Médiamétrie release was the continued slide of Europe 1, now at its lowest market share in years, 7.2% down from 7.8% one year on. Of the other Lagardère-owned national channels, RFM was up slightly and Virgin Radio down.

The other big news is the firm recovery of iconic hit music channel NRJ. Two years ago many media watchers had written off NRJ after a long ratings slide and prolonged stay in the wilderness. NRJ is now in 4th place among all national channels with 6.5% market share, up from 5.9% one year on and it’s best showing in more than three years.

Add to that virtually all the national music channels lost market share. Skyrock is down to 4.1% market share, lowest in nearly four years. Fun Radio dropped to 3.8% from 4.3% market share one year on. RFM, RTL2 and Cherie FM were up very slightly but the rest of the music channels were down noticeably. The exception, of course, is arts channel Radio Classique, up to a 2.0% market share from 1.4% year on year.

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