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Broadcasters converge for night-time sports
if you can’t beat ‘em...

With considerable note, big Spanish broadcasters Cadena Cope and Radio Marca are merging their night-time sports programs. The two-hour sports show, mostly a round-up of daily news and views, combines El Partidazo on Cadena Cope and Tiempo de Juego on Radio Marca. It airs from 11:30 pm each night, 30 minutes earlier on Saturdays. A similar joint night-time sports program on Radio Marca and Onda Cero was vacated at the end of February.

Radio Marca is an all-sports radio channel with national distribution owned by publisher/broadcaster Unidad Editorial, which also owns daily sports newspaper Marca. Cadena Cope is a national radio channel owned by the Spanish Episcopal Conference, which owns several radio channels, including Rock & Gol (rock music and football). In Spain, football is everywhere, all the time. (See more about media in Spain here)

“With this agreement we do not add, we multiply,” said Unidad Editorial president Antonio Fernández-Galiano, quoted by El Mundo (March 26). “It is not the simple association of two stations, it is the union of two very similar ways of exercising sports journalism.” The intention, apparently, is chasing the massive audience of Cadena Ser’s Carrusel Deportivo night-time sports show.

More data coming to radio audience surveys
think about those website ads

Reporting radio listening in the Netherlands will be a bit different from now on. Added to the regular Radiolog reports from the National Listening Research Foundation (Nationaal Luister Onderzoek - NLO) is time-based platform data, noted broadcastmagazine.nl (March 19). Consumers of radio audience estimates will have data to follow listeners throughout the day.

Radio audience estimates providers have been under digital pressure for several years. When media buyers demand more data, as they do, broadcasters, eventually, fall in line. “Thanks to (this) integration we are able to follow developments more accurately and structurally,” said NLO director Frans Kok. (See more about media in the Netherlands here)

Lest anybody be confused, this is not about any platform but one: online. Recent NLO estimate of persons 10 years and older show FM and cable with a 64% aggregate listening share, online 20%, DAB+ 8% and all other platforms about 10%. "With a better understanding of digital listening, there is more room to use other forms of audio advertising,” said Radio Advertising Bureau director Liedewij Hentenaar, quoted by adformatie.nl (March 19). “These can be audio commercials, but also think of display advertising on the websites of stations.” Media buyers, with their programatic bots, want to target ads by IP address just like Facebook.

Also new to the NLO radio audience estimates is a merged dataset with the annual Target Group Monitor (DGM) of purchase behavior, interests and lifestyles.

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