CIM RADIO : Results evolution 
2nd wave results of 2014 –August 2014 - 18-54 y.o.
• Global trends : 
• This new wave shows a declining trend in terms of reach on this target, 
more specifically in the Nor...
• Main trends in terms of stations : 
• is back in the first position (22% audience share) followed by (21% of 
audience s...
• Main trends in terms of stations : 
• N°1 (21,2% audience share) followed by (12,8%) and 
(12,4%) at the third position ...
METHODOLOGY 
REFRESH
Methodology refresh 
• GFK 
Study 
institute 
Fieldwork frequency • 3 waves/year 
• +/- 8.000 individuals 12+ living in Be...
Methodology refresh 
Recruitment : socio 
demo : products : 
listening habits 
frequency 
• From 31/03/2014 
to 22/06/2014...
GLOBAL RESULTS
A decrease in the North and in the South 
Radio audiences are decreasing in both parts of the country (-2% in the North, -...
4h27 in the North / 3h14 in the South 
Belgian people from 18-54 y.o. listen to the radio 4h27min per day in average in th...
Home is the place to be (to listen to radio) 
268 minutes/day North & 194 minutes/day South : 
The highest share of listen...
Devices: classic tuner and auto-radio 
Source : CIM Radio, Target 18-54, 06:00-20:00, Wave 2014-2 
268 minutes/day North &...
Decline all day long 
Average speaking, the Wave 2014-2 rating curve – day average- is clearly below the three 
previous w...
Decreasing audiences compared to the previous waves. 
Peak times are decreasing 
Source : CIM Radio, Target 18-54, 06:00-2...
Increase of the C/000 
North: +6,4% - South:+ 4,3% 
Source : CIM Radio, Target 18-54, 06:00-20:00, Base 30’’, Wave 2014-2
RESULTS BY 
STATION
10,8% 
20,9% 
6,6% 
11,4% 
12,9% 
21,8% 
1,1% 
6,7% 
Others 
7,8% 
Top 3 : 
Contact (21,2%) 
Nostalgie (12,8%) 
Bel RTL (1...
Q-Music and Stubru compete fiercely 
Source : CIM Radio, Target 18-54, 06:00-20:00, North, Wave 2014-2 
• Wave 2014-2 vs W...
Private stations remain dominant 
• Wave 2014-2 vs Wave 2014-1 : 
• Increasing : Bel RTL (+6,9%), Contact FR (+25,4%), Nos...
• The majority of the volume audience is generated in the morning 
even if it is clear that radio remains an “on-media” al...
Radio: an all day companion 
• Except for Radio2 whose audience’s volume is generated mostly before lunch, most of the rad...
Morning time generates most of the volume 
• Audience volume is generated mostly before lunch 
with a second peak during d...
• Musical stations like Contact, Nostalgie, Classic21, PureFM and Fun are typical accompanying ‘all day on’ stations. 
• P...
General C/000 increase 
Source : CIM Radio, Target 18-54, 06:00-20:00, North, Base 30’’, Wave 2014-2 
• Wave 2014-2 vs Wav...
Every station’s C/000 increased except Contact, 
Nostalgie & Vivacité’s one 
Source : CIM Radio, Target 18-54, 06:00-20:00...
THANK YOU 
Do not hesitate to take contact with audrey.forstneric@havasmedia.com 
if you have questions ;-)
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CIM Radio 2014-2 Report - 18-54 y.o.: StuBru and Q-Music compete fiercely in the North, Contact dominates in the South.

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This new wave shows a declining trend in terms of reach on this target, more specifically in the North.

Radio is more listened in the North than in the South in terms of average duration (North average of 4h27min per day vs South 3h14min).

Home is the place where radio is the most listened (40,4% in the North & 48,1% 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 increasing: 8,3€ in the North & 11,6€ in the South.

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CIM Radio 2014-2 Report - 18-54 y.o.: StuBru and Q-Music compete fiercely in the North, Contact dominates in the South.

  1. 1. CIM RADIO : Results evolution 2nd wave results of 2014 –August 2014 - 18-54 y.o.
  2. 2. • Global trends : • This new wave shows a declining trend in terms of reach on this target, more specifically in the North. • Radio is more listened in the North than in the South in terms of average duration (North average of 4h27min per day vs South 3h14min). • Home is the place where radio is the most listened (40,4% in the North & 48,1% 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 increasing: 8,3€ in the North & 11,6€ in the South. Executive summary on 18-54
  3. 3. • Main trends in terms of stations : • is back in the first position (22% audience share) followed by (21% of audience share). • (+14,7%) and (+4,9%) are increasing their share of audience vs last Wave 2014/1. • (-38,9%) and (-17,3%) are decreasing their share of audience vs last wave. • , and remain stable. Executive summary on 18-54
  4. 4. • Main trends in terms of stations : • N°1 (21,2% audience share) followed by (12,8%) and (12,4%) at the third position correspond to the Top3. • increased fairly its share with +25,4%. As well as (+21,1%), (+12,3%) and (+6,9%) • decreased its share with -23,9%. The same for (-20,4%), (-19,2%) and (-16,3%). Executive summary on 18-54
  5. 5. METHODOLOGY REFRESH
  6. 6. Methodology refresh • GFK Study institute Fieldwork frequency • 3 waves/year • +/- 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. 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
  8. 8. GLOBAL RESULTS
  9. 9. A decrease in the North and in the South Radio audiences are decreasing in both parts of the country (-2% in the North, -0,9% in the South – total reach). Source : CIM Radio, Target 18-54, 06:00-20:00, Wave 2014-2
  10. 10. 4h27 in the North / 3h14 in the South Belgian people from 18-54 y.o. listen to the radio 4h27min per day in average in the North and 3h14min in the South. These performances are rather stable. Source : CIM Radio, Target 18-54, 06:00-20:00, Wave 2014-2
  11. 11. Home is the place to be (to listen to radio) 268 minutes/day North & 194 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. Source : CIM Radio, Target 18-54, 06:00-20:00, Wave 2014-2
  12. 12. Devices: classic tuner and auto-radio Source : CIM Radio, Target 18-54, 06:00-20:00, Wave 2014-2 268 minutes/day North & 194 minutes/day South
  13. 13. Decline all day long Average speaking, the Wave 2014-2 rating curve – day average- is clearly below the three previous waves. Source : CIM Radio, Target 18-54, 06:00-20:00, North, Wave 2014-2
  14. 14. Decreasing audiences compared to the previous waves. Peak times are decreasing Source : CIM Radio, Target 18-54, 06:00-20:00, South, Wave 2014-2
  15. 15. Increase of the C/000 North: +6,4% - South:+ 4,3% Source : CIM Radio, Target 18-54, 06:00-20:00, Base 30’’, Wave 2014-2
  16. 16. RESULTS BY STATION
  17. 17. 10,8% 20,9% 6,6% 11,4% 12,9% 21,8% 1,1% 6,7% Others 7,8% Top 3 : Contact (21,2%) Nostalgie (12,8%) Bel RTL (12,4%) VRT dominates the North, RTL Group the South Top 3 : Studio Brussel (21,8%) Q-Music (20,9%) MNM (12,9%) 12,4% 4,1% 3,9% 9,9% 21,2% 12,8% 10,9% 8,9% 4,2% Others 11,7% Source : CIM Radio, Target 18-54, 06:00-20:00, Wave 2014-2 • Studio Brussels gets back to the 1st position followed by Q-Music. • Contact performed well and is N°1 ahead of Nostalgie.
  18. 18. Q-Music and Stubru compete fiercely Source : CIM Radio, Target 18-54, 06:00-20:00, North, Wave 2014-2 • Wave 2014-2 vs Wave 2014-1 : • Increasing : JoeFM (+4,9%), StuBru (+14,7%) • Stable : Q-Music (-0,5%), Radio1 (+1,5%), Radio2 (0%) • Decreasing : MNM (-7,2%), TopRadio (-38,9%), Nostalgie NL (-17,3%) 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Wave 2013-2 Wave 2013-3 Wave 2014-1 Wave 2014-2 9,8 10,6 10,3 10,8 20,4 19,9 21,0 20,9 5,7 7,1 6,5 6,6 12,5 12,5 11,4 11,4 14,4 13,6 13,9 12,9 21,4 20,9 19,0 21,8 1,0 1,4 1,8 1,1 6,5 6,9 8,1 6,7 8,3 7,1 8,0 7,8 Others Nostalgie NL TopRadio Studio Brussel MNM Radio 2 Radio 1 Q-music JoeFM
  19. 19. Private stations remain dominant • Wave 2014-2 vs Wave 2014-1 : • Increasing : Bel RTL (+6,9%), Contact FR (+25,4%), Nostalgie FR (+12,3%), VivaCité (+21,1%) • Decreasing : Fun Radio (-16,3%), La Première ( -20,4%), NRJ (-3,9%), Classic 21 (-23,9%), Pure FM (-19,2%) Source : CIM Radio, Target 18-54, 06:00-20:00, South, Wave 2014-2 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Wave 2013-2 Wave 2013-3 Wave 2014-1 Wave 2014-2 13,8 12,1 11,6 12,4 6,9 4,9 4,9 4,1 4,4 3,7 4,9 3,9 11,5 9,4 10,3 9,9 19,3 21,9 16,9 21,2 10,5 10,8 11,4 12,8 9,5 9,4 9,0 10,9 9,5 10,2 11,7 8,9 4,0 5,5 5,2 4,2 10,6 12,1 14,1 11,7 Others Pure FM Classic 21 VivaCité Nostalgie FR Contact FR NRJ La Première Fun Radio Bel RTL
  20. 20. • 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 2014-2 Radio: an all day companion
  21. 21. Radio: 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, North, Wave 2014-2 0 1 2 3 4 5 6 7 8 Joe FM Q-music Radio 1 Radio 2 MNM Studio Brussel TopRadio Nostalgie NL
  22. 22. 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, South, Wave 2014-2
  23. 23. • 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. Source : CIM Radio, Target 18-54, 06:00-20:00, South, Wave 2014-2 Morning time generates most of the volume 0 1 2 3 4 5 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
  24. 24. General C/000 increase Source : CIM Radio, Target 18-54, 06:00-20:00, North, Base 30’’, Wave 2014-2 • Wave 2014-2 vs Wave 2014-2 : • Increasing : JoeFM (+2,3%), Radio1 (+,4,5%), Radio2 (+8,2%),Q-Music (+8,8%), MNM (+16,7%), TopRadio (+75,6%), Nostalgie NL (+28,3%) • Decreasing : Studio Brussel (-7%)
  25. 25. Every station’s C/000 increased except Contact, Nostalgie & Vivacité’s one Source : CIM Radio, Target 18-54, 06:00-20:00, South, Base 30’’, Wave 2014-2 • Wave 2014-2 vs Wave 2014-1 : • Increasing : Fun Radio (+27,8%), La Première (+33,1%), NRJ (+13,1%), Classic21 (+46,5%), PureFM (+30%) • Stable: Bel RTL (-0,2%) • Decreasing : Contact FR (-14,4%), Nostalgie FR (-4,6%), VivaCite (-12%)
  26. 26. THANK YOU Do not hesitate to take contact with audrey.forstneric@havasmedia.com if you have questions ;-)

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