cim radio wave 2013/3 results on 18-54; studio brussels maintains its leadership in the north as...

CIM RADIO : Results evolution 3rd wave results of 2013 – March 2014 - 18-54 y.o.

• Global trends :

• “Nothing is more stable than radio audiences” even if we see a slow decreasing trend for the ‘total radio’ in the South.

• Radio is more listened in the North than in the South in terms of average duration (North average of 4h28min per day vs South 3h22min).

• Home is the place where radio is the most listened (39,5% in the North & 44,2% in the South).

• C/000 is stable : 8,0€ in the North & 10,7€ in the South.

Executive summary on 18-54

• Main trends in terms of stations :

• maintains its leadership (20,9% audience share) followed by (19,9% of audience share).

• (+24,6%), (+40%), (+6,2%), (+8,2%) are increasing their

share of audience vs last Wave 2013/2).

• (-2,3%), (-5,6%), (-2,5%) are decreasing their

share of audience vs last wave.

• remains stable.


• Main trends in terms of stations :

• N°1 (21,9% audience share) followed by (12,1%) and (10,8%) at the third position correspond to the Top3.

• comforts its leadership with a share increase of +13,5%. Pu re increases fairly its share as well with +37,5%. consolidates its 3rd position with an increase of +2,9%. also increases its share with +7,4%.

• decreased its share with -12,3%. (-29%), (-15,9%) and

(-18,3%) decreases their shares on this wave.

• remains stable.


METHODOLOGY REFRESH

Methodology refresh

• GFKStudy

institute

• 3 waves/yearFieldwork frequency

• +/- 8.000 individuals 12+ living in Belgium

• Selection at random based on INS adresses

• Face to face interviews / CAPI at home

Sample

• Socio-demo / Products / Listening habits : during interview

• Radio audiences (at least 10 minutes), one week listeningdiary (8 days for the respondent) on paper or on web

Deliverables

• By wave : audiences at national/provincial stations

• For any analysis, 3 cumulated waves should beconsidered for robust stastistical issue

Results

Methodology refresh

Recruitment : socio demo : products : listening habits frequency

• From 26/08/2013 to 15/12/2013

• 8.080 interviewedpeople

Diaries fill-up period

• From 24/08/2013 to 21/12/2013

Return of diaries

• Filled diariesaccepted until22/07/2013

• 5.581 returneddiaries, 5.506 diaries net (75 rejected)

• 26,4% via web and 73,6% via paper version

GLOBAL RESULTS

Audiences evolutions

• “Nothing is more stable than radio audiences” even if we see a slow decreasing trend for the ‘total

reach’ in the South.

Source : CIM Radio, Target 18-54, 06:00-20:00, Wave 2013-3

0

10

20

30

40

50

60

70

80

90

100

Daily Weekly Total

77,4

91,9 94,8

78,6

93,5 95,2

77,5

92,7 94,7

77,9

92,9 94,6

Wave 2012-3 Wave 2013-1 Wave 2013-2 Wave 2013-3

0

10

20

30

40

50

60

70

80

90

100

Daily Weekly Total

71,2

87,391,6

69,1

86,791,1

69,4

86,090,4

68,5

86,189,9


Listening time spent evolution

• Belgian people from 18-54 y.o. listen to the radio 4h28min per day in average in the North

and 3h22min in the South.



284279 275

269

205 205 201 203

251248 245 242

In m

inu

tes a

day

North South Total

Listening time spent & places

269 minutes/day North & 203 minutes/day South splitted :

• The highest share of listening time spent remains at home, followed by the place of work for the North

and in the car for the South of our country.


0

20

40

60

80

100

Home Car Work Other Unknown

39,5

21,2

34,2

3,3 1,8

44,2

26,0 25,1

2,2 2,5

In %

North South

Rating curves

• In comparison with last wave’s results, the audiences are decreasing a bit.

Source : CIM Radio, Target 18-54, 06:00-20:00, North, Wave 2013-3

0

5

10

15

20

25

30

35Wave 2012-3 Wave 2013-1 Wave 2013-2 Wave 2013-3

• Decreasing audiences in the morning (after 09h00) while increasing ones during the usual peak times.

Rating curves

Source : CIM Radio, Target 18-54, 06:00-20:00, South, Wave 2013-3

0

5

10

15

20

25

30


Radio C/000 evolution

• The costs for 000 contacts are rather stable in the North. Stability in the South

Source : CIM Radio, Target 18-54, 06:00-20:00, Base 30’’, Wave 2013-3

10,510,9

10,6 10,7

6

7

8

9

10

11

12


7,7 7,8 7,8 8,0

6

7

8

9

10

11

12


RESULTS BY STATION

10,6%19,9%

7,1%

12,5%

13,6%

20,9%

1,4%

6,9%

Others7,1%

Top 3 :

Contact (21,9%)

Bel RTL (12,1%)

Nostalgie Fr (10,8%)

Audience shares

Top 3 :

Studio Brussel (20,9%)

Q-Music (19,9%)

MNM (13,6%)

12,1%

4,9%

3,7%

9,4%

21,9%

10,8%9,4%

10,2%

5,5%

Others12,1%


Audience shares evolutions


• Wave 2013-3 vs Wave 2013-2 :

• Increasing : Radio Een (+24,6%), JoeFM (+8,2%), Top Radio (+40%), Nostalgie NL

(+6,2%).

• Stable : Radio2 (+0%).

• Decreasing : Q-Music (-2,5%), MNM (-5,6%), Studio Brussel (-2,3%)

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


9,7 11,4 9,8 10,6

19,319,5 20,4 19,9

7,27,3

5,7 7,1

12,814,4

12,512,5

15,011,9

14,4 13,6

19,5 19,0 21,4 20,9

1,2 0,8 1,0 1,47,0 7,3 6,5 6,9

8,3 8,4 8,3 7,1

Others

Nostalgie NL

TopRadio

Studio Brussel

MNM

Radio 2

Radio 1

Q-music

JoeFM

Audience shares evolutions

• Wave 2013-3 vs Wave 2013-2 :

• Increasing : Contact (+13,5%), Pure FM(+37,5%), Nostalgie Fr (+2,9%)

• Stable: Vivacité (-1,1%)

• Decreasing : Bel RTL (-12,3%), Fun Radio (-29%), La Première (-15,9%), NRJ (-18,3%)


0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


13,9 11,3 13,8 12,1

5,36,8

6,94,9

4,5 3,94,4

3,7

8,27,8

11,5

9,4

20,821,9

19,3

21,9

10,59,3

10,5

10,8

9,29,9

9,5

9,4

11,29,6

9,510,2

3,63,9

4,05,5

12,8 15,610,6 12,1 Others

Pure FM

Classic 21

VivaCité

Nostalgie FR

Contact FR

NRJ

La Première

Fun Radio

Bel RTL

Cumulated rating curves

• The majority of the volume audience is generated in the morning

even if it is clear that radio remains an “on-media” all day long.


0

5

10

15

20

25

30

35

Nostalgie NL

TopRadio

Studio Brussel

MNM

Radio 2

Radio 1

Q-music

Joe FM

0

1

2

3

4

5

6

7

8

Joe FM

Q-music

Radio 1

Radio 2

MNM

Studio Brussel

TopRadio

Nostalgie NL

Rating curves

• Except for Radio2 whose audience’s volume is generated mostly before lunch, most of the radio stations show

a constant reach the whole day, confirming the media “accompanying function”.

• Radio1 collects its audience mostly thanks to its news (morning & end of the day).


Cumulated rating curves

• Audience volume is generated mostly before lunch

with a second peak during drive-time at the end of the day.


0

5

10

15

20

25

Pure FM

Classic 21

VivaCité

Nostalgie FR

Contact FR

NRJ

La Première

Fun Radio

Bel RTL

• Musical stations like Contact, Nostalgie, Classic21, PureFM and Fun are typical accompanying ‘all day on’ stations.

• Proximity Radio Vivacité generates the most of its volume before lunch time.

• News radio (La Première) generates two peak times clearly driven by news editorial.

Rating curves


0

1

2

3

4

5

6

0600-0

615

0615-0

630

0630-0

645

0645-0

700

0700-0

715

0715-0

730

0730-0

745

0745-0

800

0800-0

815

0815-0

830

0830-0

845

0845-0

900

0900-0

915

0915-0

930

0930-0

945

0945-1

000

1000-1

015

1015-1

030

1030-1

045

1045-1

100

1100-1

115

1115-1

130

1130-1

145

1145-1

200

1200-1

215

1215-1

230

1230-1

245

1245-1

300

1300-1

315

1315-1

330

1330-1

345

1345-1

400

1400-1

415

1415-1

430

1430-1

445

1445-1

500

1500-1

515

1515-1

530

1530-1

545

1545-1

600

1600-1

615

1615-1

630

1630-1

645

1645-1

700

1700-1

715

1715-1

730

1730-1

745

1745-1

800

1800-1

815

1815-1

830

1830-1

845

1845-1

900

1900-1

915

1915-1

930

1930-1

945

1945-2

000

Bel RTL

Fun Radio

La Première

NRJ

Contact FR

Nostalgie FR

VivaCité

Classic 21

Pure FM

C/000 evolution

Source : CIM Radio, Target 18-54, 06:00-20:00, North, Base 30’’, Wave 2013-3

• Wave 2013-3 vs Wave 2013-2 :

• Increasing : QMusic (+5,5%), Radio2 (+3,4%), MNM (+7,8%), Studio Brussel (+4,8%).

• Decreasing : Radio Een (-18%), JoeFM (-5,8%), TopRadio (-25,9%), Nostalgie NL (-2,9%)

0

2

4

6

8

10

12

14

16

18

20

Wave 2013-2 Wave 2013-3

5,75,4

8,28,7

18,8

15,4

8,99,2

6,57,07,3

7,7

14,8

11,0

8,0 7,7

Joe FM Q-music Radio 1 Radio 2 MNM Studio Brussel TopRadio Nostalgie NL

C/000 evolution

Source : CIM Radio, Target 18-54, 06:00-20:00, South, Base 30’’, Wave 2013-3

• Wave 2013-3 vs Wave 2013-2 :

• Increasing : Bel-RTL (+13,6%), Fun Radio (+39,4%), La Première (+16,4%), NRJ (+20,5%)

• Stable: Vivacité (+1,4%)

• Decreasing : Contact Fr (-12,7%), Nostalgie Fr (-3,6%), Classic21 (-8,6%), PureFM (-28,7%)

0

2

4

6

8

10

12

14

16

18

20

Wave 2013-2 Wave 2013-3

11,3

12,8

8,0

11,1

16,2

18,8

7,2

8,6

12,3

10,8

9,79,4

11,8 11,9

8,57,7

8,3

6,0

Bel RTL Fun Radio La Première NRJ Contact FR Nostalgie FR VivaCite Classic 21 Pure FM

THANK YOU

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