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ftm Radio Page - week ending January 18, 2019

Holiday radio choices not necessarily for celebrations, or shopping
"fed up with advertising"

The December holidays are now a memory. Fortunately, radio audience measurement services are there to remind one and all of the festivities, or lack thereof. French audience researcher Mediamétrie released this week national results from the November-December period. It is best read sober.

Naturally, legacy general interest RTL remains clearly on top, 13.4% audience share, up from 13.1%, year on year. It is the best showing for RTL ever. Public radio broadcaster France Inter was, again, number two; 12.1% audience share, up from 11.1%. It is the best showing ever for France Inter.

Both channels have large news content commitments. And there was a lot of news during the period, not necessarily celebratory. The Gilets Jaunes (Yellow Jackets) protests dominated. Benefits also accrued to news-talk channel BFM - up to 6.4% audience share from 6.2%, one year on, and third in national ranking - and all-news public channel France Info - up to 4.4% audience share, best showing in more than a decade. (See French national radio audience estimates trend charts here)

French media watchers offered the possibility of other advantages. “France Inter continues to benefit from its mix of seriousness and humor and its wide latitude,” said news portal Les Echos (January 15), “compared to private radio that must monetize their audiences, to resonate their content on social networks. Some people also say they are fed up with advertising, even if there are more (ads) on France Inter since constraints have been lifted.” (See more about media in France here)

Several Radio France channels carry ads, far fewer than commercial channels. On aggregate, Radio France channels, on aggregate, boosted audience share to 28.0%. highest in forever, from 26.1% year on year. The aggregate audience share for commercial channels dropped to 67.2%, a historic low.

Suffering most were the national music channels. Legacy hit music channel NRJ fell to 5th place from 3rd, 5.7% audience share from 6.4%, one year on. Hip-hop/rap channel dropped to 3.3% audience share from 3.9%. Hit oldies channel RFM fell to 2.7% audience share from 3.3%.

Perhaps more important for French radio broadcasters is the continuing slide of overall listening. In the November-December period 78.5% of persons 15 to 75 years reported listening to radio, down from 79.4% one year on and 82.3% in the same period five years ago. Which channels are benefitting - and punished - is becoming clear.

Listeners continue to reject party radio
but, film scores are hot

Poland’s national radio audience estimates for the final quarter of 2018, released this week by researcher Kantar Millward Brown, show few dramatic changes. Big national channels, by and large, held their rankings, if not, exactly, their market shares. Outside the top ranks, only a few blips appeared, mostly increases.

RMF FM dropped a bit in the Radio Track report for October-December 2018, to 26.0% market share from 26.6%, year on year. Polish media watchers didn’t notice. Number two in the national estimates, Radio ZET, bumped up to 12.7% market share from 12.4%. Media watchers noticed only that operator Eurozet appears closer to being acquired, again. Radio Eska, again number three, dropped to 7.3% market share from 7.7%, also, without much notice.

Alas, most attention was directed at State broadcaster Polskie Radio and its two main national radio channels; general interest channel Jedynka Radio and alternative music channel Trojka Radio. Both held their respective rankings, one year on, but market shares were significantly lower. Jedynka Radio plummeted to 5.9% market share, worst showing ever, from 6.9%. Trojka Radio dropped to 5.6% market share from 6.1%. (See Poland national radio audience estimates trend chart here)

Last August the Polskie Radio supervisory board dismissed president Jacek Sobala, who apparently did not get along with other board members, reported fakt.pl (August 28). He was replaced by board chairman Andrzej Rogoyski, first temporarily then permanently. In the midst the director and deputy director of Jedynka Radio were changed. Since the right-wing populist Law and Justice (PiS) party took over command of Polish public broadcasters ratings, both radio and TV, have suffered. (See more about media in Poland here)

The biggest market share gain came to RMF Classic, a middle-brow music station specializing in film scores. The station increased market share to 1.7% from 1.3%, year on year. It is owned by Bauer Media Group.

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