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ftm Radio Page - week ending February 9, 2018

Rearranging everything, all the time can be a strategy
when nobody knows, nobody cares

Big networks, State and private, dominated the most recent Hungarian radio audience estimates. For the October to December 2017 period 71% of the national population 15 years and older tuned-in to radio daily and 68% of the Budapest population, according to results from the Kantar Hoffmann (formerly TNS Hoffmann) and Mediameter, reported by news portal (January 23).

State broadcaster Petofi Radio, targeting younger listeners with Hungarian music, placed 1st in national daily reach. Same period year on year comparisons are not available as survey composition is rarely consistent. Privately-owned Radio 1 network placed second. General interest State channel Kossuth Radio was 3rd, followed by Music FM and Slager FM.

Radio 1, owned by notable Hungarian media owner Andy Vajna, has aggressively acquired local and regional stations and affiliates in recent years. Advertising company Hold Reklam, recently granted renewal of its local radio licenses in western Hungary, renewed its re-broadcasting agreement with Radio 1. Music FM is a locally owned hit/dance music channel. Contemporary music Slager FM is the successor to the bankrupt national channel Class FM. Changes to media laws in 2016 ended privately owned national radio channels, FM frequencies distributed to several owners. Financial distress has caused others to exit. (See more about media in Hungary here)

Market turmoil has also extended to advertising and measurement. At the end of 2016 Hungarian State broadcaster MTVA exited the radio measurement contract with TNS Hoffmann and Mediameter that had provided audience estimates since 2013, citing methodology issues (i.e. low ratings for their radio channels). Privately-owned broadcasters continued with the service. A competing “digital diary” measurement service from Inspira
Media Research appeared. Audience estimates were different.

What appeared in 2016 was a “digital diary” measurement from Inspira Media Research, a full service market research company, running in parallel to the TNS Hoffmann Mediameter service. The government, through media regulator NMHH (Nemzeti Media es Hirkézlesi Hatosag - National Media and Communications Authority), stepped in last year to solve three problems: competing measurement services, standardizing methodology and the cost of radio measurement, particularly for local and regional broadcasters. The NMHH accepted the bid from TNS Hoffmann Mediameter late last year for a measurement service provided free to all, with the caveat that limits public release of data.

At the first of this year, predictably, privately-owned Budapest radio broadcasters cancelled agreements with Inspira Media Research. Thereafter, Inspira ceased offering radio measurement in the Hungarian capital. The company is continuing with local and regional measurement, mostly through existing agreements with Radio Sales House (RSH) and local station network operator Radio 1. RSH, representing about 60 radio stations, and Radio 1, with about 30 affiliates, were instrumental in enticing Inspira to enter radio measurement.

Pop-up Culture Serves Media Well
pop-up boombox There are few proven rules to winning ratings battles other than being on is far better than being off. Sometimes new brands attract fans. Most of the time, well-known brands fix better into daily routines. Since no broadcaster really knows one day to the next what audiences will do with their media time the spaghetti rule applies. Itís easier than watching the pot.

Radio Page week ending February 2, 2018
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Radio Page week ending January 26, 2018
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Radio Page week ending January 19, 2018
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Radio Page week ending January 12, 2018
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