Dismal Ratings Spur Austrian Radio Relaunchs

Michael Hedges February 26, 2007

The recently released Radiotest radio listening survey of the second half 2006 looked, at first, rather similar to the last. After closer consideration, three stations announced major relaunches, ad campaigns and, even, new jingles. “City Radio” is the new direction for Vienna stations.

As usual, public broadcaster ORF dominates the Austrian radio market. Across all channels and the entire country ORF maintained its 79% market share, persons 10+, preserving its position as one of Europe’s highest rated public broadcasters. Among 14-49 year olds its market share dropped ever so slightly to 74% from 75%, compared to second half 2005.

Ö3, ORF’s hit music channel, continues to dominate the Austrian radio space, much like it did before private radio apppeared. Among 14 to 49 year old listeners the channel increased market share nation-wide to 46%, up from 43% on year on. Much of it’s increase came from Vienna listeners, historically – though history is short – more favorable to private stations. Österreich 1, the national public news and information channel, held steady at 6% market share among listeners 10 years and older nationally.

ORF’s FM4 channel, with English-language morning show and progressive music, dropped slightly to 3% among 14-49 year olds from 4%. The channel is most popular in cosmopolitan Vienna – 6% market share among 14-49 year olds – and university town Saltzburg – 5% market share.

Private broadcasters – only 18% of the radio market nationally – have winners, losers and considerable change. Kronehit, the only private station with national reach, reaches 3% nationally among listeners 10 years and older and 4% among listeners 14 to 49 years old. National the channels market share did not change year on year. Kronehit saw increases in Burgenland (5% market share, persons 10 years and older) and Oberösterreich (4%). 

The Vienna audience – and its favorite stations – are changing by far greater leaps than previous surveys. ORF local Vienna channel Radio Wien, progressively more attractive to older listeners, increased market share among listeners 10 years and older to 18%, up from 15%, only to drop among 14 to 49 year old listeners to 11% from 17% one year on. ORF’s national news channel Österreich 1

88.4 FM doubled its market share among 14-49 year olds – now 8%, up from 4% - as Radio Energy lost half its share – now 4%, down from 8% one year on. 

Radio Energy undertook a “large program relaunch” earlier this month. New program director Florian Berger added information elements – news and traffic reports – to the “urban” music.

In what only could be considered as market correction, in Vienna Radio Arabella dropped to an 11% market share among listeners10 years and older, from 16% one year on, and to 5% among 14 to 49 year olds, from 10%.  New and improved coverage in Niederösterreich boosted the stations’ market share in that State to 7% among listeners 10 years and older and the 14-49 year old age group from, well, nowhere!

Antenne Wien (Vienna), suffering less than other privately owned channels but suffering still at the bottom of the list, is proceeding with a format relaunch. A new program director Hans Martin Paar and news director Erich Holfeld were recently hired. The new format, said to target 25-to 40 year olds in Vienna, launches today (Monday, February 26) calling itself “city radio” station blending in music from the 1980’s to today with new jingles from LA.

88.6 FM in Vienna proved a winner, after a year and a half with the Jack FM format. The station, owned by Moira, effectively doubled its 14-49 age group market share to 8% from 4% in Vienna and increased to 3% from 2% in Niederösterreich, the Austrian State surrounding Vienna. The Jack FM format, licensed from a Canadian company, had a spell of success in the US but has yet to torture most European radio listeners with its “automated attitude” style. Austria, again, proves to be an exception.

Life Radio in Innsbruck changed general manager and program director. (Imagine actually getting paid to work in radio in Innsbruck.) Anita Heubacher was promoted to GM  (February 12) and Patrick Bock from Antenne Kärnten took over programming duties. Last November the station completely upgraded studio facilities.

Fessel-GfK conducts the Radiotest radio audience survey continuously, reporting twice each year. Also noted in the survey findings is the small but significant drop in over-all time spent listening.

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