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ftm Radio Page - April 22, 2016

There’s a reason broadcast owners hate the ratings: they can drop like a rock
“illogical variations” or too many comedians?

The release of January-March Mediamétrie French national audience estimates achieved the near-impossible in this digital age: newspaper headlines about radio. Radio listeners deserted two big national news/talk channels - Europe 1 and RMC - and surged for all-music channels, notably NRJ and Fun Radio. “Are the French tired of anxiety-laden news?” asked Le Monde (April 20).

Europe 1, owned by Lagardère Active, sank to its lowest market share in more than a decade, 6.8% and 4th in the national rankings from 7.5% and 3rd one year on. NextRadioTV’s RMC dropped to 5.9% market share and 7th place from 6.5%. Other national channels significantly invested in news output gained: market leader RTL bumped up to 11.9% market share, 2nd place public radio channel France Inter rose to 10.3% from 9.8% and all-news France Info was up slightly to 3.4% market share. (See France national radio market share trend chart here)

This pushed hit music channel NRJ to 3rd place, up slightly to 7.2% market share. But it was the huge increase by dance music channel Fun Radio, RTL Group, that confirmed that “news anxiety” had set-in; a record-setting 6.1% market share put it in 6th place. Pop rock Virgin Radio, Lagardère Active, gained a half point year on year to 2.7% market share.

Predictably, Europe 1 general director Fabien Namias was a pains to explain that the channel has “a particularly elastic audience.” He also said certain adjustments would be made for the seasonal change in September. “We need more music and intelligent entertainment.”

Two days before the Mediamétrie results became common knowledge, Lagardère Active CEO Arnaud Lagardère paid an unexpected visit to the Europe 1 offices to have a little chat with the staff, reported La Parisian (April 18). His message, according to those within earshot, was direct: the measurement system must be “modernized” because of “illogical variations.” He said he’d be phoning all the other owners.

Measurement systems the world over comply with two basic rules. First and foremost is to provide an acceptable level of scientific rigor. Next is to never frighten the customers; media buyers, principally, and media owners who underwrite the measurement services. There are no other rules.

The audience wants what they know… and who
why reinvent the wheel?

As a new quarter rolled into the Spain’s General Media Study the ever-leading Cadena SER budged but barely, still number one and still with a huge audience share, 35.4%. The big story, though not really news, is Cadena Cope blasting into second place as Onda Cero crashes to fourth. A year ago Onda Cero morning show host Carlos Herrera walked across the street, figuratively, to Cadena Cope taking with him huge numbers.

The brilliance of radio in Spain is its certainty. Show hosts occasionally move from channel to channel but styles remain the same. At a time when radio broadcasters feel trampled by streaming services and other new media, some of it real and some perceived, Spain’s biggest national channels seem unbothered with frustrated reinvention. Nationally, radio reach edged up to 60.4% from 60.1% year on year. The General Media Study (EGM) is updated quarterly. (See more about media in Spain here)

Cadena SER, Cadena Cope and Onda Cero are legacy general interest channels with national reach featuring news, sports (of course) and high-profile talk shows. Emblematic, too, of the consistency of Spain’s big radio channels is hit music Los 40 Principales, third place - again - with 15.4% audience share. In July Los 40 Principales, which began as a chart show on Radio Madrid, will celebrate its 50th anniversary. Latin pop channel Cadena Dial, with Los 40 Principales owned by Prisa, bumped up slightly to 13.4% audience share for 5th place nationally. (See EGM national radio audience trend chart here)

Below the fold - out of double digits - pop/rock EuropaFM and adult-contemporary Cadena 100 slipped a bit, tied for 6th. Public radio main channel RNE was up to 9.5%, best in two years. Among music channels, hot A/C Kiss FM was the biggest winner, 5.0% audience share up from 4.3% year on year and its best showing in three years.

Radio Page week ending April 15, 2016
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