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Radio Zap : qu'est qui fait zapper à la radio ?

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Etude : quels sont les éléments de programmes qui font le plus zapper en radio les moins de 50 ans ?

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Radio Zap : qu'est qui fait zapper à la radio ?

  1. 1. Radio Zap Qu’est-ce qui fait zapper les auditeurs radio de moins de 50 ans ? Février 2014
  2. 2. L’étude en bref Hyperworld Marketing a interrogé online du 6 au 23 janvier 2014, 687 individus représentatifs au niveau national des auditeurs réguliers de la radio, âgés de 15 à 49 ans, pour mesurer l’intensité du zapping que 13 éléments de programme étaient susceptibles de générer. Ces éléments ont été testés dans un ordre aléatoire. 2
  3. 3. Les éléments de programme testés Un agenda loisirs/sorties Un bulletin météo Un flash infos Un horoscope Une info trafic Une rubrique télévision Une séquence jeu Un titre de musique Une intervention d'animateur Une intervention d'auditeur Une interview d'invité Une pastille d'humour Une rubrique cinéma 3
  4. 4. Principaux résultats En moyenne, les éléments éditoriaux « testés » recueillent un MeanScore* de zapping de 51. Les 15-34 ans, les résidents en IDF, les auditeurs de radios musicales sont les cibles les plus enclines au zapping. Les deux éléments les plus "zappogènes" sont : Zappent Souvent ou de tps en tps Rarement ou jamais A l'inverse des éléments apparaissent comme "antizapping" : Zappent Souvent ou de tps en tps Rarement ou jamais * Définition du Meanscore P 9 4
  5. 5. En milieu de tableau, nous trouvons des éléments plus ou moins fédérateurs, avec, du plus au moins « zappogène »: Zappent Souvent ou de tps en tps Rarement ou jamais Zappent Souvent ou de tps en tps Rarement ou jamais 5
  6. 6. La taille de l’échantillon permet d’affiner ces résultats sur différentes cibles : Les femmes zappent moins l’horoscope et, dans une moindre mesure, l’agenda loisirs/sorties et la météo. Les hommes zappent moins la pastille d’humour, l’info trafic et, dans une moindre mesure, le jeu ou l’insert auditeur. Les 15-34 ans zappent davantage que les 35-49 ans sur tous les éléments, sauf la séquence jeu. 1535Les Franciliens zappent plus l’horoscope, la météo, l’intervention animateur et celle de l’auditeur. Les résidents en régions zappent davantage l’interview d’invité et dans une moindre mesure la rubrique TV et le titre de musique Les auditeurs de musicales zappent plus que ceux de généralistes sauf pour l’horoscope, le jeu, la musique et la généralistes, météo. Les auditeurs de musicales jeunes zappent plus l’horoscope, l’agenda, le trafic, la météo et le flash infos. Les auditeurs de musicales adultes zappent davantage sur la rubrique TV, l’interview d’invité, l’insert auditeur et la musique Les auditeurs du service public zappent davantage l’horoscope, la météo, le jeu, la musique et l’insert auditeur alors que les auditeurs des commerciales privées zappent plus sur les rubriques ciné et TV, l’interview invité, l’agenda, le trafic, le flash info et l’insert auditeur. Peu de différence entre les Indés Radios et les nationales commerciales privées : le trafic est tout de même plus zappé par les seconds que les premiers. 6
  7. 7. Le conseil d’HyperWorld Limiter le zapping des auditeurs est le moyen le plus économique d’augmenter les performances d’audience. Les infos services (flash infos, trafic, météo) génèrent peu de zapping, pour autant qu’elles soient utiles à la cible (EX le trafic fait plus zapper les 15-34 ans que les 35-49 ans). Il serait cependant abusif d’en conclure que leur présence doit être systématiquement accrue. La musique obtient de bonnes performances : elle contribue à la rétention de l’auditeur. La recherche musicale utilisée par de nombreuses stations, contribue à sécuriser cet musicale, élément clef des programmations. En revanche, les performances du talk et de nombreuses rubriques sont moyennes, voire mauvaises : le parlé nécessite la même attention que la musique. Les outils pour l’optimiser, comme le Moment2Moment existent chez Moment2Moment, HyperWorld Marketing, qui les rend accessibles à tous les types de stations. 7
  8. 8. Agenda Ranking ensemble 9 Homme Vs Femme 10 15-34 Vs 35-49 ans 11 IDF Vs Régions 12 Musicale jeune Vs Musicale adulte 13 Musicale Vs Généraliste 14 Service public Vs Privée nationale 15 Indés Radios Vs Privée nationale 16 Annexes (échantillon, agrégats) 17 8
  9. 9. Classement ensemble (MeanScore* décroissant) « Cet élément que vous pouvez entendre à la radio vous fait-il ... Souvent zapper.... Zapper de temps en temps... Rarement zapper... Jamais zapper ? » Une intervention d'auditeur 31% Une interview d'invité 25% Une séquence jeu 31% Une rubrique télévision 23% Un agenda loisirs/sorties 19% Une intervention d'animateur 16% Un horoscope 35% Une rubrique cinéma 16% Une info trafic 19% Un titre de musique 5% Une pastille d'humour 8% Un bulletin météo 11% Un flash infos 7% 66 5% 65 8% 64 Souvent zapper 8% 59 10% 56 Zapper de temps 9% 55 en temps ou rarement 23% 55 Jamais zapper 17% 49 21% 48 MeanScore 25% 39 *Echelle de 1 à 100. Somme (%Souvent zapper. x 100 + 22% 39 %Zapper de temps en temps x 75 + % Rarement zapper. X 25 + %Jamais zapper x 0) 28% 37 36% 30 7% 9
  10. 10. Homme Vs Femme Zapping Homme Femme Animateur Flash infos Invité Météo Auditeur Trafic Jeu Agenda Humour Cinéma Musique Télévision 10 Horoscope
  11. 11. 15-34 ans Vs 35-49 ans Zapping 15-34 ans 35-49 ans Animateur Flash infos Invité Météo Auditeur Trafic Jeu Agenda Humour Cinéma Musique Télévision 11 Horoscope
  12. 12. IDF Vs Régions Zapping Ile-de-France Régions Animateur Flash infos Invité Météo Auditeur Trafic Jeu Agenda Humour Cinéma Musique Télévision 12 Horoscope
  13. 13. Musicale jeune Vs adulte Zapping Radios Musicales Jeunes Animateur Radios Musicales Adultes Flash infos Invité Météo Auditeur Trafic Jeu Agenda Humour Cinéma Musique Télévision 13 Horoscope
  14. 14. Musicale Vs Généraliste Zapping Radios Musicales Radios Généralistes Animateur Flash infos Invité Météo Auditeur Trafic Jeu Agenda Humour Cinéma Musique Télévision 14 Horoscope
  15. 15. Serv. Public Vs Priv. Nat. Commerciale Zapping Radios de Service Public Radios Privées Commerciales Animateur Flash infos Invité Météo Auditeur Trafic Jeu Agenda Humour Cinéma Musique Télévision 15 Horoscope
  16. 16. Indés Radios Vs Privée Nat. Commerciale Zapping Les Indés Radios Radios Privées Nationales Commerciales Animateur Flash infos Invité Météo Auditeur Trafic Jeu Agenda Humour Cinéma Musique Télévision 16 Horoscope
  17. 17. Annexes : échantillon Critères socio-démographiques Ensemble Femmes Hommes 15-34 ans 35-49 ans Régions IDF Individus 687 339 348 368 319 553 134 % 100% 49% 51% 54% 46% 80% 20% Audience dernières 24h Radios Musicales Jeunes non auditeurs de Musicales Adultes Individus 244 % 36% Radios Musicales Adultes non auditeurs de Musicales Jeunes Radios Musicales Radios Généralistes Radios de Service Public Radios Privées Commerciales Les Indés Radios Radios Privées Nationales Commerciales 132 580 235 125 672 250 621 19% 84% 34% 18% 98% 36% 90% 17
  18. 18. Annexes : agrégats radios Radios Musicales Jeunes : Fun Radio, Le Mouv’, NRJ, Skyrock, Virgin Radio. Radio Musicales Adultes : Chérie FM, MFM Radio, Nostalgie, Radio Nova, RFM, Rires & Chansons, RTL2. Radios Musicales : Radios Musicales Jeunes + Radios Musicales Adultes. Radios Généralistes : Europe 1, France Bleu, France Inter, RMC, RTL. Radios du Service Public : FIP, France Bleu, France Info, France Inter, France Musique, France Culture, Le Mouv’, RFI. Radio Privées Nationales Commerciales : Chérie FM, Europe 1, Fun Radio, MFM Radio, Nostalgie, NRJ, Radio Nova, RFM, Rires & Chansons, RMC, RTL, RTL2, Skyrock, Virgin Radio. 18
  19. 19. Annexes : agrégats radios Les Indés Radios : 100 RADIO, 47 FM, Activ Radio, Ado, Africa N°1, Alouette, Alpes 1, Alpes 1 Rhônes Alpes, ARL, Beur FM, Blackbox, Canal FM Sambre Avesnois, Cannes Radio, Champagne FM, Chante France, Collines FM La Radio du Bocage, Contact, Décibel, Delta FM, Direct FM, Durance FM, Echo FM, ECN, Emotion, Est FM, Evasion, FC Radio L'Essentiel, FGL - Fréquence Grands Lacs, Flash FM, Flor FM, FMC Radio, Forum, France Maghreb 2, Fréquence Plus, Fusion FM, Générations, Gold FM, Grand Sud FM, Happy FM, Hit West, Horizon, Hot Radio, Impact FM, Inside, Jazz Radio, Jordanne FM, K6 FM, Kiss FM, La Radio Plus, Latina, Littoral FM, Lor'FM, Lyon 1ère, Magnum La Radio, Maritima, Métropolys, Mistral FM, Mixx Radio, Mona FM, Montagne FM, MTI, Nice Radio, N'Radio, Océane FM, ODS Radio, Oui FM, Plein Air, Radio 6, Radio 8, Radio Alfa, Radio Bonheur, Radio Caroline, Radio Côte d'Amour, Radio Cristal, Radio Dreyeckland, Radio Espace, Radio FG, Radio Flash, Radio Intensité, Radio Isa, Radio Jérico, Radio Latitude, Radio Liberté, Radio Mélodie, Radio Menergy, Radio Mont-Blanc, Radio Numéro 1, Radio One, Radio Orient, Radio Oxygène, Radio Scoop, Radio Star (Marseille), Radio Star (Montbéliard), Radio Studio 1, Radio Vitamine, RadiOcéan, RCN - Radio Catalogne Nord, RDL, Résonance, Rézo, RMB - Radio Montluçon Bourbonnais, RMN - Radio Montagnes Noires, RTS FM, RV1, RVA, RVM, Sea FM, Sud Radio, Sun 101.5, Sweet FM, Tendance Ouest, TFM, Tonic FM, Tonic Radio, Top Music, Totem, Toulouse FM, Tropiques FM, Urban Hits, Variation, VFM Radio, Vibration, Virage Radio, Voltage, Wit FM. Radios Privées Commerciales : Radios Commerciales Nationales + Les Indés Radios + Autres radios locales non-affiliées à un réseau national et radios étrangères. 19
  20. 20. Arnaud de Saint-Roman Directeur Associé 4, cité Paradis 75010 Paris Mobile : +33 614 894 150 Bureau : +33 950 804 295 adesaintroman@hyperworld.fr www.hyperworld.fr Henri-Paul Roy Directeur Associé 4, cité Paradis 75010 Paris Mobile : +33 671 462 006 Bureau : +33 950 804 295 henripaul.roy@hyperworld.fr Twitter : @RoyHP www.hyperworld.fr 20

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