Details, The Devil And Plunging Audience

Michael Hedges November 20, 2014 Follow on Twitter

The closer we look at a market the more it changes. It is the lesson from physics for those pouring over numbers that dutifully report snapshots. The numbers are, of course, givers of life for all in the media. What was true yesterday is different today. “Let the devil take tomorrow,” said the songwriter.

When the Médiamétrie national radio audience estimates were released this week two results stood out, both something of a surprise. The September-October survey period is always important to French broadcasters as a first report card on la rentrée (new season) program and marketing efforts and, more broadly, as the figures media buyers will use for holiday season ad buys. French broadcasters invest considerably.

Two top-five national channels, both previously trending higher, took significant hits. Lagardére’s news-talk channel Europe 1 fell to 7.5% market share for 7.8% one year on, remaining in third place. Over the course of the last twelve months the channel consistently posted above 8% and has been seen, at least among those cheering for the underdog, as a contender for a better if not necessarily the top spot. But Europe 1 lost its afternoon show host to RTL as September began and, apparently, listeners followed. Internal research, noted Le Nouvel Observateur (November 19), may have suggested an even bigger loss.

Perpetual number one RTL was unchanged at 11.6% market share year on year. In the April-June survey period its market share had sunk to 11.1%, lowest in eight years. The aggregate market share for speech-based national general interest channels fell to 41.7% from 42.9% one year on and time spent listening dropped five minutes.

Public news-talk channel France Inter held 2nd place and was up to 9.2% market share from 9.0% year on year. “We got started on the right foot,” said Radio France general director Mathieu Gallet, even though regional network France Bleu dropped to 6.5% aggregate market share from 7.2%. All-news France Info was unchanged at 3.4% market share. France Culture jumped to 1.8% market share from 1.4% one year on, best showing in, like, forever.

“Analysis is risky,” offered RMC chief Frank Lanoux to Lettre Pro de la Radio (November 20). Sports, sports talk, business news and other talk channel RMC was lower year on year to 6.9% market share from 7.2% but bumped up to 4th place in the national rankings.

Also surprising, not least to NRJ Group executive director Maryam Salehi, was the crash of NRJ to 6.7% market share from 7.4% year on year. Legacy hit music channel NRJ’s national market share hasn’t been below 7% in over a year and has risen consistently over the last three years. “We cannot explain,” said Mme Salehi, which is probably not what she told NRJ Group chairman Jean-Paul Baudecroux. 

Aggregate listening to the designated national music channels dropped slightly to 30.9% market share from 31.1% one year on. Most were up a little or down a little and none show any sort of consistent trend. Oldies channel Nostalgie (NRJ Group) was up to 3.9% market share from 3.5%. Hip-hop and rap channel SkyRock was also up, 3.8% market share from 3.6%. Lagardére’s somewhat eclectic Virgin Radio posted its best showing, 2.2% market share, since its 2011 format change.

“Gloom,” headlined business portal Les Echos (November 19), pointing to the other notable result. Radio listening in France has plummeted to 80.4% national reach, lowest in five years, dropping consistently over the last four survey periods.  Aggregate market shares for national general interest and music channels were down and, similarly, aggregate market shares for commercial radio was flat, public radio up only slightly. By contrast, the aggregate market share for local radio rose to 15.7% from 14.7%. Measuring smartphone listening is only incidental.

See also in ftmKnowledge

Europe's Radio - Western Europe

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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)

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