“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.

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

2. • 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

3. • 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

4. • 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

5. METHODOLOGY
REFRESH

6. Methodology refresh
• GFK
Study
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 listening
diary (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 be
considered for robust stastistical issue
Results

7. Methodology refresh
Recruitment : socio
demo : products :
listening habits
frequency
• From 26/08/2013
to 15/12/2013
• 8.080 interviewed
people
Diaries fill-up period
• From 24/08/2013
to 21/12/2013
Return of diaries
• Filled diaries
accepted until
22/07/2013
• 5.581 returned
diaries, 5.506
diaries net (75
rejected)
• 26,4% via web
and 73,6% via
paper version

8. GLOBAL RESULTS

9. 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
87,3
91,6
69,1
86,7
91,1
69,4
86,0
90,4
68,5
86,1
89,9
Wave 2012-3 Wave 2013-1 Wave 2013-2 Wave 2013-3

10. 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
284
279 275
269
205 205 201 203
251
248 245 242
Inminutesaday
North South Total

11. 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

12. 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
35
Wave 2012-3 Wave 2013-1 Wave 2013-2 Wave 2013-3

13. • 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

14. 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
10,5
10,9
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

15. RESULTS BY
STATION

16. 10,6%
19,9%
7,1%
12,5%
13,6%
20,9%
1,4%
6,9%
Others
7,1%
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%
Others
12,1%
Source : CIM Radio, Target 18-54, 06:00-20:00, Wave 2013-3

17. 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
19,3
19,5 20,4 19,9
7,2
7,3 5,7 7,1
12,8
14,4
12,5
12,5
15,0
11,9
14,4 13,6
19,5 19,0 21,4 20,9
1,2 0,8 1,0 1,4
7,0 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

18. 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
5,3
6,8
6,9
4,9
4,5 3,9
4,4
3,7
8,2
7,8
11,5
9,4
20,8
21,9
19,3
21,9
10,5
9,3
10,5
10,8
9,2
9,9
9,5
9,4
11,2
9,6
9,5
10,2
3,6
3,9
4,0
5,5
12,8 15,6
10,6 12,1 Others
Pure FM
Classic 21
VivaCité
Nostalgie FR
Contact FR
NRJ
La Première
Fun Radio
Bel RTL

19. 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

20. 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

21. 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

22. • 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
0600-0615
0615-0630
0630-0645
0645-0700
0700-0715
0715-0730
0730-0745
0745-0800
0800-0815
0815-0830
0830-0845
0845-0900
0900-0915
0915-0930
0930-0945
0945-1000
1000-1015
1015-1030
1030-1045
1045-1100
1100-1115
1115-1130
1130-1145
1145-1200
1200-1215
1215-1230
1230-1245
1245-1300
1300-1315
1315-1330
1330-1345
1345-1400
1400-1415
1415-1430
1430-1445
1445-1500
1500-1515
1515-1530
1530-1545
1545-1600
1600-1615
1615-1630
1630-1645
1645-1700
1700-1715
1715-1730
1730-1745
1745-1800
1800-1815
1815-1830
1830-1845
1845-1900
1900-1915
1915-1930
1930-1945
1945-2000
Bel RTL
Fun Radio
La Première
NRJ
Contact FR
Nostalgie FR
VivaCité
Classic 21
Pure FM

23. 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
5,7
5,4
8,2
8,7
18,8
15,4
8,9 9,2
6,5
7,07,3
7,7
14,8
11,0
8,0 7,7
Joe FM Q-music Radio 1 Radio 2 MNM Studio Brussel TopRadio Nostalgie NL

24. 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
9,7
9,4
11,8 11,9
8,5
7,7
8,3
6,0
Bel RTL Fun Radio La Première NRJ Contact FR Nostalgie FR VivaCite Classic 21 Pure FM

25. THANK YOU