Overview of the CIM radio wave 2014-1_results on 18-54 y.o

CIM RADIO : Results evolution 1st wave results of 2014 – June 2014 - 18-54 y.o.

• Global trends :

• Radio audiences are very stable. This first wave confirms the high penetration of the media in both parts of the country, on daily, weekly or total reach basis.

• Radio is more listened in the North than in the South in terms of average duration (North average of 4h33min per day vs South 3h16min).

• Home is the place where radio is the most listened (39,2% in the North & 47,1% 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 stable : 7,8€ in the North & 11,1€ in the South.

Executive summary on 18-54

• Main trends in terms of stations :

• is back in the first position (21% audience share) followed by (19% of audience share).

• (+3,7%), (+6,7%), (+22,2%) are increasing their

share of audience vs last Wave 2013/3.

• (-9,2%), (-4,8%), (-7,1%) are decreasing their

share of audience vs last wave.

• (+1,7%) and (+1%) remain stable.


• Main trends in terms of stations :

• N°1 (16,9% audience share) followed by (11,7%) and (11,6%) at the third position correspond to the Top3.

• increased fairly its share with +32,4%. As well as (+14,7%), (+9,6%) and (+5,6%)

• decreased its share with -4,1%. The same for (-22,8%), (-5,5%) and (-4,3%).

• 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 06/01/2014 to 30/03/2014

• 8.075 interviewedpeople

Diaries fill-up period

• From 04/01/2014 to 04/04/2014

Return of diaries

• Filled diariesaccepted until22/04/2014

• 5.513 returneddiaries

• 24,3% via web and 75,7% via paper version

GLOBAL RESULTS

0

10

20

30

40

50

60

70

80

90

100

Daily Weekly Total

78,6

93,5 95,2

77,5

92,7 94,7

77,9

92,9 94,6

77,9

93,2 95,1

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

0

10

20

30

40

50

60

70

80

90

100

Daily Weekly Total

69,1

86,791,1

69,4

86,090,4

68,5

86,189,9

69,6

87,3 90,8


Audiences evolutions

• Radio audiences are very stable in both parts of the country. The success of the media is confirmed

by this wave.

Source : CIM Radio, Target 18-54, 06:00-20:00, Wave 2014-1

Listening time spent evolution

• Belgian people from 18-54 y.o. listen to the radio 4h33min per day in average in the North

and 3h16min in the South.



279275

269 274

205201 203

196

248245 242 242

In m

inu

tes a

day

North South Total

Listening time spent & places

274 minutes/day North & 196 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.


0

20

40

60

80

100

Home Car Work Other Unknown

39,2

20,5

36,1

2,6 1,7

47,1

24,421,7

2,04,8

In %

North South

Listening : devices

• The highest share of ‘device’ is the classical ‘transistor’ followed by the autoradio.

• “TV device used as a radio tuner” comes in third position.


274 minutes/day North & 196 minutes/day South

0

5

10

15

20

25

30

Radio Listened - Classical Device Radio Listened - Autoradio Radio Listened - TV Radio Listened - Computer Radio Listened - Phone Radio Listened - MP3

27,5

25,0

2,51,5

0,6 0,4

26,0

23,4

2,01,3 0,8

0,2

25,5

23,4

2,31,2

0,6 0,1

24,6

23,0

2,1 2,00,7 0,3


0

5

10

15

20

25

Radio Listened - Classical Device Radio Listened - Autoradio Radio Listened - TV Radio Listened - Computer Radio Listened - Phone Radio Listened - MP3

20,1

16,3

2,01,0 0,6 0,3

19,9

16,6

2,31,4

0,7 0,3

19,1

17,0

3,1

1,0 0,90,2

18,8

16,9

2,8

1,2 0,8 0,3


Rating curves

• Average speaking, the Wave 2014-1 rating curve is totally in line with the three

previous waves.

Source : CIM Radio, Target 18-54, 06:00-20:00, North, Wave 2014-1

0

5

10

15

20

25

30

35


• Increasing audiences in the morning (from 07h00 to 08h30) while decreasing ones during the afternoon peak.

Rating curves

Source : CIM Radio, Target 18-54, 06:00-20:00, South, Wave 2014-1

0

5

10

15

20

25

30


Radio C/000 evolution

• The costs for 000 contacts are rather stable in the North. Litlle increase in the

South (+ 3,7%)

Source : CIM Radio, Target 18-54, 06:00-20:00, Base 30’’, Wave 2014-1

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

0

1

2

3

4

5

6

7

8

9


10,9 10,6 10,711,1

0

1

2

3

4

5

6

7

8

9

10

11

12


RESULTS BY STATION

10,3%21,0%

6,5%

11,4%

13,9%

19,0%

1,8%

8,1%

Others8,0%

Top 3 :

Contact (16,9%)

Classic21 (11,7%)

Bel RTL (11,6%)

Audience shares

Top 3 :

Q-Music (21%)

Studio Brussel (19%)

MNM (13,9%)

11,6%

4,9%

4,9%

10,3%

16,9%

11,4% 9,0%

11,7%

5,2%

Others14,1%


• Q-Music is back at the first position after two waves of results where Studio Brussel was N°1.

• Classic21 performed well and is N°2 ahead of Bel RTL.

Audience shares evolutions


• Wave 2014-1 vs Wave 2013-3 :

• Increasing : Q-Music (+3,7%), Nostalgie Nl (+6,7%), TopRadio (+22,2%)

• Stable : Radio2 (+1,7%), MNM (+1%)

• Decreasing : StuBru (-9,2%), Radio 1 (-4,8%), Joe FM (-7,1%)

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


11,4 9,8 10,6 10,3

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

7,35,7 7,1 6,5

14,412,5

12,5 11,4

11,914,4 13,6 13,9

19,0 21,4 20,919,0

0,8 1,0 1,41,8

7,3 6,5 6,98,1

8,4 8,3 7,1 8,0

Others

Nostalgie NL

TopRadio

Studio Brussel

MNM

Radio 2

Radio 1

Q-music

JoeFM

Audience shares evolutions

• Wave 2014-1 vs Wave 2013-3 :

• Increasing : La Première (+32,4%), Classic21 (+14,7%), NRJ (+9,6%), Nostalgie FR (+5,6%)

• Stable: Fun Radio

• Decreasing : Bel RTL (-4,1%), Contact FR (-22,8%), Pure FM (-5,5%), Vivacité (-4,3%)


0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


11,3 13,8 12,1 11,6

6,86,9

4,9 4,9

3,94,4

3,7 4,9

7,8

11,5

9,4 10,3

21,9

19,3

21,9 16,9

9,3

10,5

10,811,4

9,9

9,5

9,49,0

9,6

9,510,2

11,7

3,9

4,05,5

5,2

15,610,6 12,1 14,1 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

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.

• 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

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

06

00

-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

C/000 evolution

Source : CIM Radio, Target 18-54, 06:00-20:00, North, Base 30’’, Wave 2014-1

• Wave 2014-1 vs Wave 2013-3 :

• Increasing : JoeFM (+6,7%), Radio1 (+7,1%), Radio2 (+5,3%), Studio Brussel (+7,8%).

• Decreasing : Q-Music (-10,4%), MNM (-4,1%), TopRadio (-26,4%), Nostalgie NL (-16,6%)

0

5

10

15

20

25

30

35

40

45

50

Wave 2013-3 Wave 2014-1

5,4 5,7

8,77,8

15,416,5

9,2 9,7

7,0 6,77,7 8,3

11,0

8,17,76,4

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 2014-1

• Wave 2014-1 vs Wave 2013-3 :

• Increasing : Bel-RTL (+5,1%), Contact Fr (+30,6%), VivaCité (+4,5%), PureFM (+21,5%)

• Stable: Fun Radio (+0,2%)

• Decreasing : La Première (-27%), NRJ (-8,6%), Nostalgie Fr (-4,3%), Classic21 (-11,1%)

0

5

10

15

20

25

30

35

40

45

50

Wave 2013-3 Wave 2014-1

12,8 13,5

11,1 11,2

18,8

13,7

8,6 7,9

10,8

14,1

9,4 9,0

11,9 12,5

7,76,9

6,07,2

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

THANK YOU

Overview of the CIM radio wave 2014-1_results on 18-54 y.o

Marketing

Transcript of Overview of the CIM radio wave 2014-1_results on 18-54 y.o