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CIM Radio Report 2014 Wave 3 - 18-54 y.o

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Cumulated wave analysis of the latest results for 2014.
Latest trends in radio advertising & social media interactions with radio stations in Belgium.

Published in: Marketing
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CIM Radio Report 2014 Wave 3 - 18-54 y.o

  1. 1. CIM RADIO : Results evolution 3 Cumulated waves results for 2014 – March 2015 - 18-54 y.o.
  2. 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. 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. 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
  5. 5. METHODOLOGY REFRESH
  6. 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. 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)
  8. 8. GLOBAL RESULTS
  9. 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. 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. 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. 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. 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
  14. 14. RESULTS BY STATION
  15. 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. 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. 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. 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. 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. 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. 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. 22. RADIO TRENDS
  23. 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. 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. 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. 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
  27. 27. RADIOS & SOCIAL NETWORK
  28. 28. Radio Contact 149 853 Likes Guests Backstage ContestsReveal Playlist MUSIC
  29. 29. Radio Contact Lives Sponsored concerts Direct
  30. 30. Bel RTL 40 809 Likes Discussion TopicsWeather forecast Programming On airNEWS
  31. 31. Bel RTL Weather forecast News Topics Topics Radio Show Guests
  32. 32. Vivacité NEWS MUSIC Topics Radio Show NewsGuests 57 139 Likes
  33. 33. Vivacité News Topics Fun Lives with Guests News Topics
  34. 34. Nostalgie (NEWS) MUSIC Movies Reveal Programming Lives 71 146 Likes
  35. 35. Vivacité Top TopicsGuests Lives
  36. 36. Radio 2 ENTERTAINMENT MUSIC New releases Videos tips Introduce Radio ShowLives & Backstage 33 899 Likes
  37. 37. Radio 2 Guest Support Radio Show People Topics Radio Show
  38. 38. Q-music ENTERTAINMENT MUSIC Top Hit list Fun ContestsReveal playlist 294 648 Likes
  39. 39. Radio 2 Music News Fun topics Reveal guests
  40. 40. Studio Brussel MUSIC News music Reveal playlistGuests Record 354 814 Likes
  41. 41. Studio Brussel Fun Topics Top Topics News music Participation
  42. 42. MNM 151 441 Likes NEWS News News Lifetime ENTERTAINMENT Birthday Team
  43. 43. MNM News LifetimeNews Contests
  44. 44. THANK YOU Any questions? 2mvdc@havasmedia.com

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