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ftm Radio Page - week ending January 12, 2018

Young, urban elites flock to digital media
smartphone smart set

Online radio listeners in Portugal are younger, wealthier and more likely to live in urban centers, according to a new report from Marktest, Bareme Rádio (January 9). About one in six Portuguese over 15 years listen to radio channels online, 16.6% of all radio listeners. The data was extracted from audience estimates from the first half of 2017.

Unsurprisingly, age draws the biggest difference between those who listen to radio channels online and those who don’t. “Young people 25 to 34 years have a greater affinity with this habit, 30.4%.” The percentage “drops sharply with the rise in age,” just 1.9% of people over 64 years. Gender difference is minimal; 17.8% men and 15.6% women listening to radio online. (See more about media in Portugal here)

The report summary notes “social class” differences in radio listening behavior, though without precise definitions. “Higher class individuals” are most likely to listen to radio online, 27.8%, while only 4.9% of “underclass” listen to online radio channels. Residents of “coastal centers” are more likely to choose online channels, 20.1%.

Digital transition boosts specialty channels
more than seasonal change

Change is elemental in the media world. And radio broadcasting is not spared. Relationships between listeners and broadcasters change for many reasons.

Radio broadcasters have minded - with care - digital shift from FM to DAB transmission in Norway. That process, several years in the making, was completed in mid-December for national channels, public and private. Most local stations will remain with FM broadcasting for an extended transition period.

Year on year audience estimates, compiled by the Norwegian Media Authority (Medietilsynet), show varied effects of this digital transition. “The figures show that radio listening is changing,” said agency director Mari Velsand, quoted by journalisten.no (January 10). “ All indications are that the introduction of digital radio, and thus increased choices for listeners, affected development.” (See more about digital radio here)

Comparing like periods (December) of Kantar Media data, daily average time spent listening to national channels dropped 10 minutes. Declines were mostly felt by public broadcaster NRK channels while national commercial channels were “stable.” Overall listening daily reach dropped 8.9%.

Perhaps more significant, it was the “traditional” NRK channels - P1, et.al. - that bore the brunt of audience shifting. The broadcaster’s specialty channels - P7 Klem, NRK P1+ and Radio Rock - were up, on aggregate, about 10% in listening share and 11 minutes in daily time spent listening.

Radio Page week ending December 8, 2017
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Radio Page week ending December 1, 2017
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Radio Page week ending November 10, 2017
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Radio Page week ending October 6, 2017
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Recently added radio audience figures and resources

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The Six Radio Brands is about the uniquely European development of radio brands. Competition among broadcasters - and certainly between the public and commercial sectors - gives radio in Europe a rich dynamic. As consumers become more media-literate and demand more attachment broadcasters find target markets illusive.
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