CIM Radio: Results Evolution (September 2013)

CIM RADIO : Results evolution
2nd wave results of 2013 - Sept 2013 - 18-54 y.o.

• Global trends :
• The reach (weekly & total) of the media is slightly decreasing, or at least
stable, in the North and in the South.
• Radio is (still) more listened in the North than in the South in terms of
average duration (North average of 4h34min per day vs South 3h21min).
• Home is the place where radio is the most listened (48% in the North &
41% in the South).
• C/000 is stable : 7,8€ in the North & 10,5€ in the South.
Executive summary on 18-54

• Main trends in terms of stations :
• makes a spectacular progression and takes the N°1 position (21,4%
marketshare) followed closely by (20,4%).
• & are increasing their share of market (respectively +21% & +13%).
• (-14%), (-22%), (-13%) and (-11%) are decreasing their
share of market.
• remains quite stable.

• Main trends in terms of stations :
• N°1 (19,3% marketshare) followed by (13,8%) and (!) at
the third position (11,5%) correspond to the Top3.
• is the big winner of this wave with an increase of 47% of marketshare on 18-
54. Other channels increased their SOM as well : (+22%),
(+13%) and (+13%).
• decreased its share with 12%.
• The other channels , , , remain stable.
• Note that became “ radio” on 06/09/2013. Twizz market
share = 0,4% with average 25 000 listeners/day (Source : L‟Echo).

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

Methodology refresh
Recruitment : socio
demo : products :
listening habits
frequency
• From 01/04/2013
to 23/06/2013
• 8.087 interviewed
people
Diaries fill-up period
• From 30/03/2013
to 26/06/2013
Return of diaries
• Filled diaries
accepted until
22/07/2013
• 5.404 returned
diaries, 5.284
diaries net (120
rejected)
• 22,5% via web
and 77,5% via
paper version

0
10
20
30
40
50
60
70
80
90
100
Daily Weekly Total
68,6
84,7
90,0
71,2
87,3
91,6
69,1
86,7
91,1
69,4
86,0
90,4
Wave 2012-2 Wave 2012-3 Wave 2013-1 Wave 2013-2
Audiences evolutions
• Although the audience is slightly decreasing in the North and in the South,
the performances remain quite stable.
Source : CIM Radio, Target 18-54, 06:00-20:00, Wave 2013-2
0
10
20
30
40
50
60
70
80
90
100
Daily Weekly Total
77,8
93,0 94,2
77,4
91,9 94,8
78,6
93,5 95,2
77,5
92,7 94,7

Listening time spent evolution
• Belgian people listen to the radio 4h34min per day in average in the North
and 3h21min in the South.
280 284 279 275
214
205 205 201
253 251 248 245
Inminutesaday
North South Total

0
20
40
60
80
100
Home Car Work Other Unknown
41,2
19,4
34,8
2,7 1,8
47,7
23,6 23,0
2,2 3,4
In %
North South
Listening time spent & places
275 minutes/day North & 201 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.

Rating curves
• In comparison with last wave‟s results, the audiences are decreasing during
the morning peak (06h45 to 08h45) & the afternoon peak (from 17h00 to 18h00).
Source : CIM Radio, Target 18-54, 06:00-20:00, North, Wave 2013-2
0
5
10
15
20
25
30
35

• 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 2013-2
0
5
10
15
20
25
30
35

Radio C/000 evolution
• The costs for 000 contacts are rather stable in the North. Slight decrease in the South
Source : CIM Radio, Target 18-54, 06:00-20:00, Base 30‟‟, Wave 2013-2
7,8 7,7
7,8 7,8
5
6
7
8
9
10
11
10,0
10,5
10,9
10,5
5
6
7
8
9
10
11

9,8%
20,4%
5,7%
12,5%
14,4%
21,4%
1,0%
6,5%
Others; 8,3%
Top 3 :
Contact (19,3%)
Bel RTL (13,8%)
NRJ (11,5%)
Audience shares
Top 3 :
Studio Brussel (21,4%)
Q-Music (20,4%)
MNM (14,4%)
13,8%
6,9%
4,4%
11,5%
19,3%
10,5%
9,5%
9,5%
4,0%
Others;
10,6%

Audience shares evolutions
• Wave 2013-2 vs Wave 2013-1 :
• Increasing : Top Radio (+25%), MNM (+21%), Studio Brussel (+13%).
• Stable : Qmusic (+5%).
• Decreasing : Radio1 (-22%), JoeFM (-14%), Radio2 (-13%), Nostalgie NL (-11%).
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
8,7 9,7 11,4 9,8
20,8 19,3
19,5 20,4
7,1 7,2
7,3 5,7
13,8 12,8
14,4
12,5
12,9 15,0
11,9
14,4
17,2
19,5 19,0 21,4
1,9
1,2 0,8 1,0
9,5 7,0 7,3 6,5
8,1 8,3 8,4 8,3
Others
Nostalgie NL
TopRadio
Studio Brussel
MNM
Radio 2
Radio 1
Q-music
JoeFM

Audience shares evolutions
• Wave 2013-2 vs Wave 2013-1 :
• Increasing : NRJ (+47%), Bel RTL (+22%), Nostalgie FR (+13%), La Première (+13%).
• Stable : Pure FM (+3), Fun Radio (+1%), Classic21 (-1%), Vivacité (-4%).
• Decreasing : Radio contact (-12%).
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
13,3 13,9 11,3 13,8
4,6 5,3
6,8
6,9
5,1 4,5 3,9
4,4
7,5 8,2
7,8
11,5
20,4
20,8
21,9
19,3
12,1 10,5
9,3
10,5
11,8 9,2
9,9
9,5
10,3
11,2
9,6
9,5
4,0
3,6
3,9
4,0
10,9 12,8 15,6
10,6 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, confirming the media “accompanying function”.
• 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
6
7
8
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 2013-2
• Wave 2013-2 vs Wave 2013-1 :
• Increasing : Radio1 (+28%), JoeFM (+18%), Radio2 (+16%), Nostalgie NL (+15%).
• Stable : Q-music (-4%).
• Decreasing : Top Radio (-17%), MNM (-16%), Studio Brussel (-10%).
0
2
4
6
8
10
12
14
16
18
20
Wave 2013-1 Wave 2013-2
4,8
5,7
8,5 8,2
14,7
18,8
7,6
8,9
7,6
6,4
8,0
7,2
17,8
14,8
7,3
8,4
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 2013-2
‟
• Wave 2013-2 vs Wave 2013-1 :
• Increasing : Contact Fr (+16%), Vivacité (+6%).
• Stable : Classic21 (+3%), Fun Radio (+1%), PureFM (-3%).
• Decreasing : NRJ (-30%), Bel-RTL (-17%), Nostalgie Fr (-9%), La Première (-8%).
0
2
4
6
8
10
12
14
16
18
20
Wave 2013-1 Wave 2013-2
13,6
11,3
7,8 7,9
17,6
16,2
9,6
6,7
10,6
12,3
10,7
9,7
11,1
11,8
8,2 8,58,6 8,3
Bel RTL Fun Radio La Première NRJ Contact FR Nostalgie FR VivaCite Classic 21 Pure FM

CIM Radio: Results Evolution (September 2013)

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