Running radio in high gear in Slovakia

Michael Hedges May 19, 2008

Big national radio channels continue to draw the most listeners in Slovakia. The biggest have invested in marketing, promotion and new media. The recent radio audience survey shows fun and Fun Radio attracting higher ratings.

The Median SK radio audience survey, released last week (May 15), is offered quarterly surveying persons 14 to 79 years of age. Just released figures show stations with national coverage carrying the day. Commercial stations are strong and vigorous while the public radio channels continue to lose audience, particularly in the urban west and north.

Radio Expres continues to be the top ranked radio brand, slipping in market share to 22.3% from 23.2% in Q4 2007 but up from 21.3% in Q1 2007. An extensive marketing campaign last September – TV, outdoor and print centering on the morning show and contests – boosted the figures. The hit music station is light on information, other than traffic reports, which focus on the country’s urban centers. Emmis International acquired the station in 2005 and has invested significantly.

Lagardère’s Fun Radio, the first commercial station in Slovakia, jumped to 13.9% market share from 11.2% in Q1 2007. The station plays the hits, targeting a slightly younger audience than Radio Expres. Though it’s impossible to know from the recent survey internet listening might have played a role in increasing the ‘day before’ recall. Fun Radio launched last year five internet stations, each with different music formats, all branded as Fun Radio.

There was no joy and little fun for public broadcaster Slovak Radio (SRo). Main general interest channel Radio Slovensko fell to 16.7% market share from 19.0% in Q1 2007. Regional network Radio Regina fell to 7.7% market share from 8.7%, though most of the losses were in the more urban western part of the country. Youth oriented Radio_FM fell even harder, dropping to 2.1% market share from 4.5% one year on. Radio Partria, programmed for minorities, and culture channel Radio Devin rose, each, to 0.9% market share.

Radio Okey! And Radio Viva both saw audience increases. Radio Okey! moved to 7.3% market share from 6.2% one year on and Radio Viva increased to 4.4% market share from 2.7% in Q1 2007. Both target 35 years and older listeners. Soft hits station Jemné Melodie dropped to 8.5% market share from 9.2% one year on.

Figures from the Bratislava market, reported as two quarter averages, show Radio Expres, remaining top ranked, fell to 26.7% market share from 30.0% in Q3/4 2007 and down from 28.8% in Q1 2007/Q4 2006. Radio Slovensko, number 2, dropped to 19.3% market share from 25.2% in the first quarter 2007 and 30.6% in the first quarter 2006.

Fun Radio’s increase to 17.7% market share in Bratislava, ranked number three, contrasts with its 13.6% one year on. But 2007 wasn’t kind to Fun Radio. Jemné Melodie, barely 18 months old, fell to 4th place in Bratislava though double-digit market shares are hard to keep. Radio Okey, number 5 in Bratislava, fell to 7.1% from 10.5% one year on.

Three other stations changed position in the Bratislava market. Radio Viva moved to 6th place from 7th one year on with a 6.1% market share. Network public channel Radio Regina dropped to 9th place from 6th in the first quarter 2007. Radio_FM, the public youth channel, fell to 10th place from 8th one year on.   

Radio Expres leads the rankings in each of the eight legal Slovak regions, Radio Slovensko (SRo1) often but not always ranking number two. In the southwestern Nitra region and the middle west Trnava regions Hungarian stations, not otherwise identified in the Median SK survey, are in aggregate a close second place. Both regions have significant Hungarian minority populations. In the more urban Troncin region in northwest Slovakia local stations Radio Duha and Radio Beta have significant rankings. In the northern, rural Zilina region bordering the Czech Republic local station Radio Frontinus has a significant following.

The Median SK survey of radio listening was conducted between January 7 and March 29.