CIM Radio 2014-2 Report - 18-54 y.o.: StuBru and Q-Music compete fiercely in the North, Contact dominates in the South

CIM RADIO : Results evolution 2nd wave results of 2014 – August 2014 - 18-54 y.o.

• Global trends :

• This new wave shows a declining trend in terms of reach on this target, more specifically in the North.

• Radio is more listened in the North than in the South in terms of average duration (North average of 4h27min per day vs South 3h14min).

• Home is the place where radio is the most listened (40,4% in the North & 48,1% in the South). Classical radio transistor is the device that most of the 18-54 listen to before autoradio and TV set (used as a radio tuner)

• C/000 is increasing: 8,3€ in the North & 11,6€ in the South.

Executive summary on 18-54

• Main trends in terms of stations :

• is back in the first position (22% audience share) followed by (21% of audience share).

• (+14,7%) and (+4,9%) are increasing their share of audience vs last Wave 2014/1.

• (-38,9%) and (-17,3%) are decreasing their share of audience vs last wave.

• , and remain stable.


• Main trends in terms of stations :

• N°1 (21,2% audience share) followed by (12,8%) and (12,4%) at the third position correspond to the Top3.

• increased fairly its share with +25,4%. As well as (+21,1%), (+12,3%) and (+6,9%)

• decreased its share with -23,9%. The same for (-20,4%), (-19,2%) and (-16,3%).


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 31/03/2014 to 22/06/2014

• 8.083 interviewedpeople

Diaries fill-up period

• From 29/03/2014 to 28/06/2014

Return of diaries

• Filled diariesaccepted until16/07/2014

• 5.534 returneddiaries

• 5.421 valid diaries

GLOBAL RESULTS

A decrease in the North and in the South

Radio audiences are decreasing in both parts of the country (-2% in the North, -0,9% in the South – total reach).

Source : CIM Radio, Target 18-54, 06:00-20:00, Wave 2014-2

4h27 in the North / 3h14 in the South

Belgian people from 18-54 y.o. listen to the radio 4h27min per day in average in the North

and 3h14min in the South. These performances are rather stable.


Home is the place to be (to listen to radio)

268 minutes/day North & 194 minutes/day South :

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.


Devices: classic tuner and auto-radio


268 minutes/day North & 194 minutes/day South

Decline all day long

Average speaking, the Wave 2014-2 rating curve – day average- is clearly below the three

previous waves.

Source : CIM Radio, Target 18-54, 06:00-20:00, North, Wave 2014-2

Decreasing audiences compared to the previous waves.

Peak times are decreasing

Source : CIM Radio, Target 18-54, 06:00-20:00, South, Wave 2014-2

Increase of the C/000

North: +6,4% - South:+ 4,3%

Source : CIM Radio, Target 18-54, 06:00-20:00, Base 30’’, Wave 2014-2

RESULTS BY STATION

10,8%20,9%

6,6%

11,4%

12,9%

21,8%

1,1%

6,7%

Others7,8%

Top 3 :

Contact (21,2%)

Nostalgie (12,8%)

Bel RTL (12,4%)

VRT dominates the North, RTL Group the South

Top 3 :

Studio Brussel (21,8%)

Q-Music (20,9%)

MNM (12,9%)

12,4%

4,1%

3,9%

9,9%

21,2%

12,8%10,9%

8,9%

4,2%

Others11,7%


• Studio Brussels gets back to the 1st position followed by Q-Music.

• Contact performed well and is N°1 ahead of Nostalgie.

Q-Music and Stubru compete fiercely


• Wave 2014-2 vs Wave 2014-1 :

• Increasing : JoeFM (+4,9%), StuBru (+14,7%)

• Stable : Q-Music (-0,5%), Radio1 (+1,5%), Radio2 (0%)

• Decreasing : MNM (-7,2%), TopRadio (-38,9%), Nostalgie NL (-17,3%)

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Wave 2013-2 Wave 2013-3 Wave 2014-1 Wave 2014-2

9,8 10,6 10,3 10,8

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

5,7 7,1 6,5 6,6

12,512,5 11,4 11,4

14,4 13,6 13,9 12,9

21,4 20,919,0 21,8

1,0 1,41,8

1,1

6,5 6,98,1 6,7

8,3 7,1 8,0 7,8

Others

Nostalgie NL

TopRadio

Studio Brussel

MNM

Radio 2

Radio 1

Q-music

JoeFM

Private stations remain dominant

• Wave 2014-2 vs Wave 2014-1 :

• Increasing : Bel RTL (+6,9%), Contact FR (+25,4%), Nostalgie FR (+12,3%), VivaCité (+21,1%)

• Decreasing : Fun Radio (-16,3%), La Première ( -20,4%), NRJ (-3,9%), Classic 21 (-23,9%), Pure

FM (-19,2%)


0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Wave 2013-2 Wave 2013-3 Wave 2014-1 Wave 2014-2

13,8 12,1 11,6 12,4

6,94,9 4,9 4,1

4,4

3,7 4,9 3,9

11,5

9,4 10,3 9,9

19,3

21,9 16,9 21,2

10,5

10,811,4

12,8

9,5

9,49,0

10,9

9,510,2

11,7

8,9

4,05,5

5,24,2

10,6 12,1 14,1 11,7 Others

Pure FM

Classic 21

VivaCité

Nostalgie FR

Contact FR

NRJ

La Première

Fun Radio

Bel RTL

• 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.


Radio: an all day companion

Radio: an all day companion

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

a constant reach the whole day.

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


0

1

2

3

4

5

6

7

8

Joe FM

Q-music

Radio 1

Radio 2

MNM

Studio Brussel

TopRadio

Nostalgie NL

Morning time generates most of the volume

• Audience volume is generated mostly before lunch

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


• 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.


Morning time generates most of the volume

0

1

2

3

4

50

600

-061

5

06

15

-063

0

06

30

-064

5

06

45

-070

0

07

00

-071

5

07

15

-073

0

07

30

-074

5

07

45

-080

0

08

00

-081

5

08

15

-083

0

08

30

-084

5

08

45

-090

0

09

00

-091

5

09

15

-093

0

09

30

-094

5

09

45

-100

0

10

00

-101

5

10

15

-103

0

10

30

-104

5

10

45

-110

0

11

00

-111

5

11

15

-113

0

11

30

-114

5

11

45

-120

0

12

00

-121

5

12

15

-123

0

12

30

-124

5

12

45

-130

0

13

00

-131

5

13

15

-133

0

13

30

-134

5

13

45

-140

0

14

00

-141

5

14

15

-143

0

14

30

-144

5

14

45

-150

0

15

00

-151

5

15

15

-153

0

15

30

-154

5

15

45

-160

0

16

00

-161

5

16

15

-163

0

16

30

-164

5

16

45

-170

0

17

00

-171

5

17

15

-173

0

17

30

-174

5

17

45

-180

0

18

00

-181

5

18

15

-183

0

18

30

-184

5

18

45

-190

0

19

00

-191

5

19

15

-193

0

19

30

-194

5

19

45

-200

0

Bel RTL

Fun Radio

La Première

NRJ

Contact FR

Nostalgie FR

VivaCité

Classic 21

Pure FM

General C/000 increase

Source : CIM Radio, Target 18-54, 06:00-20:00, North, Base 30’’, Wave 2014-2

• Wave 2014-2 vs Wave 2014-2 :

• Increasing : JoeFM (+2,3%), Radio1 (+,4,5%), Radio2 (+8,2%), Q-Music (+8,8%), MNM (+16,7%), TopRadio (+75,6%),

Nostalgie NL (+28,3%)

• Decreasing : Studio Brussel (-7%)

Every station’s C/000 increased except Contact, Nostalgie & Vivacité’s one

Source : CIM Radio, Target 18-54, 06:00-20:00, South, Base 30’’, Wave 2014-2

• Wave 2014-2 vs Wave 2014-1 :

• Increasing : Fun Radio (+27,8%), La Première (+33,1%), NRJ (+13,1%), Classic21 (+46,5%), PureFM (+30%)

• Stable: Bel RTL (-0,2%)

• Decreasing : Contact FR (-14,4%), Nostalgie FR (-4,6%), VivaCite (-12%)

THANK YOUDo not hesitate to take contact with [email protected]

if you have questions ;-)

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CIM Radio 2014-2 Report - 18-54 y.o.: StuBru and Q-Music compete fiercely in the North, Contact dominates in the South