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Secrets to longest time spent listening
surprise

For a generation, time spent listening has been the heart and soul of radio audience measurement. Simply counting random instances of tune-in doesn’t cut it. A listeners’ value increases by the minute, so to speak, typically expressed as average quarter-hour share (AQHS). Media buyers like time-based measurement, so much better to place ads. Digital/electronic measurement systems only elevated interest.

Italian media analyst Claudio Astorri produced a report published in Spot and Web IT (April 4) listing top time spent listening (TSL) of Italian radio stations. The leader is Rome/Lazlo station RTR 99 with 204 minutes average time spent listening. A pop/rock oldies station it is self-described as “with music that is no longer listened to anywhere.” Listeners, then, are always treated with a surprise. (See more about media in Italy here)

Radio programmers regularly scan internal and external research for clues either to extend TSL or conversely reduce tune-out. The lessons are well-known. Listeners tune-out tunes they don’t like, leading station managers to invest heavily in music research. They also tune-out ads. Radio managers usually ignore this.

Among stations with TSL exceeding 120 minutes (2 hours) all but one are local stations. This includes pop/rock Radio Gelosa, pop music Radio Stop, dance music Radio WoW and techno/dance Radio Piterpan. The exception is national urban/dance channel Radio 105 (131 minutes).

Alternative measurement gives as expected, broadcasters sigh
"difficult to comment"

The leadership of Polish state radio Polskie Radio have long complained they have been short-changed by the accepted radio audience estimates.Indeed, as political appointees of the ruling Law and Justice (PiS) Party took greater control over output at the various channels listening levels dropped conspiciously, vaporized in some cases. In a bid to correct this the National Broadcasting Council, all political appointees, established a specialized agency to report a different audience estimates survey series, the National Media Institute (Krajowy Instytut Mediow - KIM).

The first release from KIM has now been published, reported Press PL (April 5). The results for the January 29 to March 28 period differed considerably from the widely accepted Kantar Radio Track survey, surprising nobody. Few details about methodology have been released about the “daily coverage” survey except that data was collected from 26 thousand telephone interviews with persons 15 years and older. KIM seems to report the percentage of daily listeners, irrespective of duration. Polskie Radio withdrew participation in the Radio Track survey in January. (See more about media measurement here)

The KIM report placed commercial channels RFM FM and Radio Zet first and second, like in the most recent Radio Track results. Polskie Radio Jedynka was given third place with a 8.9% share, nearly double its share in Radio Track (4.5%). The very conservative religious channel Radio Maryja, considered close to the government, placed 8th with 3.4% share, more than double its share in the Radio Track survey. Polskie Radio Trojka placed 9th, 3.2% share, about a third more than the previous Radio Track survey (2.4%). (See more about media in Poland here)

“It is difficult to comment on the results,” said Agora spokesperson Agata Staniszewska. “KIM did not manage to inform the industry, let alone consult with the media market. Without knowing what exactly the ‘audience’ indicator means, it is impossible to refer to the results of individual stations.” Major media buyers in Poland continue to insist on a passive measurement solution.

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