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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.
Executive summary on 18-54
• 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.
Executive summary on 18-54
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
Wave 2012-3 Wave 2013-1 Wave 2013-2 Wave 2013-3
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.
Source : CIM Radio, Target 18-54, 06:00-20:00, Wave 2013-3
Wave 2012-3 Wave 2013-1 Wave 2013-2 Wave 2013-3
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.
Source : CIM Radio, Target 18-54, 06:00-20:00, Wave 2013-3
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
Wave 2012-3 Wave 2013-1 Wave 2013-2 Wave 2013-3
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
Wave 2012-3 Wave 2013-1 Wave 2013-2 Wave 2013-3
7,7 7,8 7,8 8,0
6
7
8
9
10
11
12
Wave 2012-3 Wave 2013-1 Wave 2013-2 Wave 2013-3
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%
Source : CIM Radio, Target 18-54, 06:00-20:00, Wave 2013-3
Audience shares evolutions
Source : CIM Radio, Target 18-54, 06:00-20:00, North, Wave 2013-3
• 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%
Wave 2012-3 Wave 2013-1 Wave 2013-2 Wave 2013-3
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%)
Source : CIM Radio, Target 18-54, 06:00-20:00, South, Wave 2013-3
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Wave 2012-3 Wave 2013-1 Wave 2013-2 Wave 2013-3
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.
Source : CIM Radio, Target 18-54, 06:00-20:00, North, Wave 2013-3
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).
Source : CIM Radio, Target 18-54, 06:00-20:00, North, Wave 2013-3
Cumulated rating curves
• Audience volume is generated mostly before lunch
with a second peak during drive-time at the end of the day.
Source : CIM Radio, Target 18-54, 06:00-20:00, South, Wave 2013-3
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
Source : CIM Radio, Target 18-54, 06:00-20:00, South, Wave 2013-3
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