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ftm Radio Page - week ending January 28, 2022

Audience estimates and social media track about the same
"become a trend"

Audience estimates, generally accepted, are the standard means of establishing size and reach for broadcasters. Media buyers diligently consult these reports to place ads. Broadcasters are equally engaged, looking for a good sales story. But media buyers always want more and broadcasters fight over rankings and methods. Enter social media.

Social Radio Lab, a relatively new business in Italy, released this week (January 27) its third consecutive biannual report detailing social media engagement of major Italian radio channels. This report covers the second half of 2021. “If we add up the followers on Facebook, Instagram, Twitter and YouTube, the five most listened to radio (channels) in Italy are also those with the largest communities on social networks,” said Social Radio Lab founder Stefano Chiarazzo, quoted by marketing news portal Inside Marketing (January 27). In other words, radio listeners are followers and followers are radio listeners. (See more about media in Italy here)

The top five ranked by social media engagement are, in order, Radio Deejay, Radio 105, Radio Italy, RTL 102.5 and RDS. Alas, rankings vary somewhat by social media platform. On Facebook Radio Italy and Radio Deejay are on top. The Twitter and YouTube engaged like Radio Deejay and Radio 105. Instagram followers also track Radio Deejay and Radio 105 at the top of the list. (See more about social media here)

As every ranking informs the existential contest between winners and losers, Radio Deejay and Radio 105 gained Instagram followers, compared with the first half 2021. Radio Maria had the highest “absolute” Facebook likes, though trending down. Radio Deejay and RAI Radio 2 had about the same Facebook likes, both increasing. On YouTube, Radio Maria posted the most videos during the period. Certainly not specific to Italy, broadcaster posts about celebrities and sports stars got the most attention; weddings, sightings and Holiday greetings.

And there will be more fun with social media. “Like Instagram, Tik Tok also offers great potential, not yet exploited to the fullest by everyone, in conquering and retaining the listeners of the future,” added Sr Chiarazzo. "It remains necessary to better understand its dynamics and, from a transmedia perspective, to test new formats to involve and become a trend.” Media buyers understand.

State broadcaster losing audience, exits measurement service
and no more Adele

Polish state radio Polskie Radio has left measurement service Kantar Radio Track. With each release of audience measurement data showing Polskie Radio losing listeners its executives fume. This has been going on for several years. Among radio observers there is a tried and true maxim: when the ratings are good credit the programming, when bad blame the measurement.

Representatives of the Polish state broadcaster and its regional affiliates - MOC Radio - will no longer use or contribute to the Kantar Radio Track audience research “for the current year,” said the group’s president Artur Kubaj to state news agency PAP (January 25). “After a long discussion” the state broadcaster “would like to use other research. What is needed is research that is reliable and modern, but must also help achieve the goals set for (state) broadcasters.” (See more about media in Poland here)

Appointees of the populist, nativist Law and Justice (PiS) party since 2015 have reoriented Polskie Radio channels as a state broadcaster to fulfill political objectives. Those channels have seen generally decreasing audience shares due to a robust commercial radio contingent as well as the change in tone of the Polskie Radio channels. In the most recent, Q4 2021, Radio Track national audience estimates showed two important national state channels - Jedynka (news and light music) and Troika (rock music) - falling to “the lowest listenership in history,” noted media news portal Wirtulnemedia (January 25). Overall radio listening in Poland has also fallen dramatically. (See more about measurement here)

Last week (January 20) an amendment to the Broadcasting Act presented to the Sejm (lower house of parliament) by vice-chair of the culture and media committee Marek Suski, a PiS loyalist, directs the Polish radio music quota raised from 33% to 50%, with 80% during daytime hours. “If it is necessary to change the music to one that has lower acceptance, we will lose part of the audience, and then our revenues will fall, because advertisers will start to give up or will pay less,” said commercial station Radio Wielkopolska director Leszek Koziol, reflecting the views of other commercial broadcasters.

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