CIM Radio Report 2014 Wave 3 - 18-54 y.o
•
0 likes•1,148 views
Cumulated wave analysis of the latest results for 2014. Latest trends in radio advertising & social media interactions with radio stations in Belgium.
Recommended
Recommended
More Related Content
What's hot
Similar to CIM Radio Report 2014 Wave 3 - 18-54 y.o
Similar to CIM Radio Report 2014 Wave 3 - 18-54 y.o (20)
More from Maxus Belgium
More from Maxus Belgium (20)
Recently uploaded
Recently uploaded (20)
CIM Radio Report 2014 Wave 3 - 18-54 y.o
- 1. CIM RADIO : Results evolution 3 Cumulated waves results for 2014 – March 2015 - 18-54 y.o.
- 2. • Global trends : • The cumulated waves for 2014 show a declining reach on this target for the South only. It increased by 0,3% in the North. • Radio is more listened in the North than in the South in terms of average duration (North average of 4h30min per day vs 3h20min in the South). • Home is the place where radio is the most listened (40,5% in the North & 47,4% in the South). Classical radio transistor is the device that most of the 18-54 listen to, before the auto radio and the TV set (used as a radio tuner). Executive summary on 18-54
- 3. • Main trends in terms of stations : • is the first station in the North (21,5% audience share) followed by (20,6%) and (13%). • Wave 2014-1+2+3 vs Wave 2013-3 2014-1+2 : • Increasing : (+7,1%), (+3,9%), (+1,9%) & (+1,5%). • Stable : . • Decreasing : (-6,9%), (-5,6%) & (-3%). Executive summary on 18-54
- 4. • Main trends in terms of stations : • N°1 (21,1% audience share) followed by (12,5%) and (11,8%) at the third position. • Wave 2014-1+2+3 vs Wave 2013-3 2014-1+2 : • Increasing : (+9,5%), (+6,6%), (+5%). • Decreasing : (-13%), (-10,8%), (-8,3%), (-4%), (-3%), (-1,7%). Executive summary on 18-54
- 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 31/03/2014 to 22/06/2014 • 8.083 interviewed people Diaries fill-up period • From 29/03/2014 to 28/06/2014 Return of diaries • Filled diaries accepted until 16/07/2014 • 5.534 returned diaries • 5.421 valid diaries • The three waves were cumulated in the analysis: • Wave 2014-1 : 8.075 respondants (weights 20% of the total extrapolation) • Wave 2014-2 : 8.083 respondants (weights 35% of the total extrapolation) • Wave 2014-3 : 8.077 respondants (weights 45% of the total extrapolation)
- 9. Flat reach in both regions Radio audiences are slightly increasing in the North (+0,3%). Whereas it is decreasing by 0,1% in the South – total reach. Source : CIM Radio, Target 18-54, 06:00-20:00, Wave 2014-1+2+3
- 10. 4h30 in the North / 3h20 in the South • Belgian people from 18-54 y.o listen to the radio 4h30min per day in average in the North and 3h20min in the South. These performances are rather stable compared to the previous waves. Source : CIM Radio, Target 18-54, 06:00-20:00, Wave 2014-1+2+3
- 11. Home is the place to listen to radio 270 minutes/day North & 200 minutes/day South • The highest share of listening time spent remains at home, followed by the place of work in the North and the car in the South of our country. Source : CIM Radio, Target 18-54, 06:00-20:00, Wave 2014-1+2+3
- 12. Smooth decline all day long • On average, the Wave 2014-1+2+3 rating curve is above the previous one (Wave 2013-3 2014-1+2) but below the two first cumulated waves. Source : CIM Radio, Target 18-54, 06:00-20:00, Wave 2014-1+2+3
- 13. • Decreasing audiences in the South compared to the previous waves. Maintain off prime audience Source : CIM Radio, Target 18-54, 06:00-20:00, Wave 2014-1+2+3
- 15. 10,8% 21,5% 6,8% 10,8% 13,0% 20,6% 1,5% 6,8% Others 8,2% Top 3 : Contact (21,1%) Nostalgie (12,5%) Bel RTL (11,8%) Strong battle in the North, RTL Group leads in the South Top 3 : Q-music (21,5%) Studio Brussel (20,6%) MNM (13%) 11,8% 4,0% 4,6% 9,6% 21,1% 12,5% 9,6% 9,1% 4,4% Others 13,3% • Q-music reaches the top in the North of the country. • Contact performed well and is N°1 ahead of Nostalgie. Source : CIM Radio, Target 18-54, 06:00-20:00, Wave 2014-1+2+3
- 16. Studio Brussel & Q-Music compete fiercely • Wave 2014-1+2+3 vs Wave 2013-3 2014-1+2 : • Increasing : Top Radio (+7,1%), Q-music (+3,9%), Joe FM (+1,9%) & Radio 1 (+1,5%). • Stable : Studio Brussel. • Decreasing : Radio 2 (-6,9%), Nostalgie NL (-5,6%) & MNM (-3%). Source : CIM Radio, Target 18-54, 06:00-20:00, Wave 2014-1+2+3
- 17. Private stations remain dominant in the South • Wave 2014-1+2+3 vs Wave 2013-3 2014-1+2 : • Increasing : La Première (+9,5%), Contact FR (+6,6%), Nostalgie (+5%). • Decreasing : Fun Radio (-13%), Classic 21 (-10,8%), Pure FM (-8,3%), NRJ (-4%), VivaCité (-3%), Bel RTL (-1,7%). Source : CIM Radio, Target 18-54, 06:00-20:00, Wave 2014-1+2+3
- 18. • 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 is an all day companion Source : CIM Radio, Target 18-54, 06:00-20:00, Wave 2014-1+2+3
- 19. Radio is 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). Source : CIM Radio, Target 18-54, 06:00-20:00, Wave 2014-1+2+3
- 20. 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. Source : CIM Radio, Target 18-54, 06:00-20:00, Wave 2014-1+2+3
- 21. • Musical stations like Contact, Nostalgie, Classic21, PureFM and Fun Radio are ‘accompanying all day on’ stations. • Proximity Radio like Vivacité generates the most of its volume before lunch time. • News radio such as La Première generates two peak times clearly driven by news editorial. Morning time generates most of the volume Source : CIM Radio, Target 18-54, 06:00-20:00, Wave 2014-1+2+3
- 22. RADIO TRENDS
- 23. Total free users : 2 750 000 Reach (online pop) : 1,3% Average time spent/day : 136 min 55% 45% Users by region*: 11,8% 64,4% Spotify Age breakdown 27,7% *January 2015 (desktop) Spotify internal data
- 24. Spotify Desktop VS Mobile *January 2015 Spotify internal data Desktop Mobile Monthly Unique Visitors 38 000 466 000 Average Daily visitors 2 000 145 000 Reach (online pop) 1,3 % 7% Spotify’s mobile audience experienced an explosive growth along with the desktop. This multi-device experience can help advertisers reaching their audience anywhere and anytime.
- 25. • Targeting by age, gender, location, time and genre. • Branded content: video, audio or rich content that showcase a brand alongside music and invite engagement. • Cross-media partnerships : Spotify’s toolkit powers listening experience across the web and can amplify a brand existing partnership. • Support concerts or events to enrich the consumer experience. Spotify Audio Leaderboard Homepage takeover Billboard Video on desktop/mobile (test phase) Source : Spotify - January 2015 data
- 26. Radio spot Radio technology identification Online campaign activation Increase online conversion rate • It is a voice recognition technology that allows to synchronize offline radio campaigns with online campaigns. • The aim is to increase the online conversion rate for advertisers. Radio Synchronized
- 28. Radio Contact 149 853 Likes Guests Backstage ContestsReveal Playlist MUSIC
- 30. Bel RTL 40 809 Likes Discussion TopicsWeather forecast Programming On airNEWS
- 31. Bel RTL Weather forecast News Topics Topics Radio Show Guests
- 32. Vivacité NEWS MUSIC Topics Radio Show NewsGuests 57 139 Likes
- 33. Vivacité News Topics Fun Lives with Guests News Topics
- 36. Radio 2 ENTERTAINMENT MUSIC New releases Videos tips Introduce Radio ShowLives & Backstage 33 899 Likes
- 38. Q-music ENTERTAINMENT MUSIC Top Hit list Fun ContestsReveal playlist 294 648 Likes
- 39. Radio 2 Music News Fun topics Reveal guests
- 40. Studio Brussel MUSIC News music Reveal playlistGuests Record 354 814 Likes
- 41. Studio Brussel Fun Topics Top Topics News music Participation
- 42. MNM 151 441 Likes NEWS News News Lifetime ENTERTAINMENT Birthday Team
- 44. THANK YOU Any questions? 2mvdc@havasmedia.com