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ftm Radio Page - December 16, 2016

Shifts in audience boost some, trouble others
traditional channels, traditional audiences

Radio broadcasters in Spain attract listeners with sports, soap operas and music. News programs also figure significantly, along with sometimes rowdy talkshows. The audience is changing.

The two huge radio sports shows are Tiempo de Juego (Game Time) on Cadena Cope and Carrusel Deportivo (Sports Carousel) on Cadena SER. They are head-to-head, so to speak, on Saturdays and Sundays and have been for years. In the most recent AIMC General Media Study (EGM) Tiempo de Juego edged ahead of Carrusel Deportivo. The sports audience always attracts the attention of Spanish media watchers, listeners maybe not so much.

Radio audience for the two big Spanish national networks follows, more or less. Cadena SER remains the leading national radio channel by a large margin. But market share dropped to 34.0% from 35.4% year on year, lowest in more than four years. The national market share for Cadena Cope, by contrast, has risen to 20.8% from 15.1%, moving to number two overall. The other big national general interest channel - Onda Cero - dropped to 12.5% market share and 5th place overall from 16.4% and second place. (See EGM Spain radio audience trends chart here)

Cadena SER’s daily morning news program Hoy por Hoy has led the time period for decades. Cadena Cope continues to reap the benefit of hiring well-known talkshow host Carlos Herrera from Onda Cero for its morning block in September 2015. Onda Cero moved Carlos Alsina to headline their morning talk block. Sr. Herrera and Sr. Alsina regularly take shots at each other both on and off the airwaves. (See more about media in Spain here)

Radio listening in Spain has slowly fallen to 60.0% national reach from a high point of 61.9% in 2012. During that time daily reach among 20 to 34 year olds dropped to 20.6% from 26.2% while national reach among those 55 years and older rose to 31.2% from 27.8%. The gender divide has remained fairly consistent, 52.0% male and 48.0% female.

Demographic shift tells the story about the national music channels. Los 40 Principales, the legacy hit music channel, fell to 14.7% market share from 15.7% year on year, remaining in third place. In the like period 2012 Los 40 placed 2nd with 20.4% market share. Pop-rock EuropaFM fell to a four year low on 9.3% market share. Meanwhile, adult-contemporary channel Cadena 100 rose to 6th place with 10.7% market share, up from 9.8% one year on. Spanish-language music channel Cadena dial was unchanged at 13.1% market share for 4th place nationally.

Broadcaster consolidates brand, adds frequencies
coast to coast

Portuguese broadcaster Global Difusion is consolidating most of its radio operations under the brand name Record FM, reported Correio da Manha (December 14). The company is spending €2.5 million for three new FM frequencies and “technical renewal,” said executive director David Perpetuo. All of this should begin taking form in February.

“We will show that Record FM, linked to a Brazilian audience, is here to serve the Portuguese public,” he added. “The intention is to reach coast to coast.” Record FM has been a music channel featuring Brazilian and Portuguese standards. Under the new plan, local news and DJs will continue on individual stations. (See more about media in Portugal here)

Global Difusion is owned by the Universal Church of the Kingdom of God, a pentecostal/prosperity religious sect founded in Brazil. A quarter of the daily schedule for Recond FM will continue to be religious programming. In 2011 the company acquired Algarve radio station Kiss FM, a Lisbon FM frequency added in 2013.

In November Global Media Group dropped its Nostalgia oldies brand for SBSR.fm, named after the popular summer music festival Super Bock Super Rock, targeting 18 to 34 year olds with new music.

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