Volume 2: EBU Members Audience Trends

Transcription

1 EBU uides Information Pack Volume 2: EBU Members Audience Trends July Restricted circulation: for EBU Members ONLY EBU - Strategic Information Service

2 Volume 2: EBU Members Audience Trends July 2007 Restricted circulation: for EBU Members ONLY EBU - Strategic Information Service

3 Report Staff Executive Editor Murielle Mégias, SIS Applications Analyst Patrick Pissenem, IT Production Editor Anna-Sara Stalvik, SIS Head of SIS Alexander Shulzycki All data contained in this Guide is provided by EBU member organisations. The EBU acknowledges and thanks all the individuals who have contributed their time and effort to ensure the value and accuracy of this publication. All information is believed to be accurate at the time of publication EBU - European Broadcasting Union European Broadcasting Union L Ancienne-Route, 17A CH Grand-Saconnex Switzerland Tel: +41 (0) fax: +41 (0) sis@ebu.ch

4 Foreword Introduction 1 This volume is a compilation and an analysis of EBU members audience trends. It includes television and radio market shares but also television viewing time and radio listening time. Information on members services, programming and finance is published in separate volumes (Vol. 1, 3, 4 and 5). All the information contained in this volume has been provided to the Strategic Information Service (SIS) by data providers from EBU member organisations. The SIS has gathered, processed and published the information provided as of end of Please note that any empty blocks indicate that data was not provided. For more information on specific data you can contact the SIS directly(sis@ebu.ch). This is the seventh year we have produced a comprehensive compilation and analysis of audience data for the EBU membership community. We would very much appreciate your comments, corrections and feedback. With your help, we can ensure that future editions are even more comprehensive, accurate and useful to the EBU community. I II Television audience trends 1 Domestic TV market shares 1.1 Western European markets Large Medium Nordic / Scandinavia 1.2 Central / Eastern European and CIS markets 1.3 Mediterranean region 2 Television viewing time Radio audience trends 1 Domestic Radio market shares 1.1 Western European markets Large Medium Nordic / Scandinavia 1.2 Central / Eastern European and CIS markets 1.3 Mediterranean region 2 Radio listening time This volume is also available on the SIS website at: Annex A. National radio and television survey bodies B. GEAR and other information providers July 2007 EBU - Strategic Information Service

5 Introduction 1 Introduction This report is based on continuous tracking of two key radio and television audience indicators: the share of the total radio or television audience of public service broadcasters (PSBs) and the trend in the total amount of time spent listening to radio or watching television. The trend data in the charts refers to the PSB organisations only. EBU member countries have been grouped together according to a set of criteria such as the size of the population, the country's geographical location and a combination of political, economic and cultural factors. From the early 1980s, market forces and legislative changes opened up the broadcasting arena to private sector operators in the western democracies and these pressures gathered momentum during the 1990s. In many of the Central and Eastern Europe countries, the impact of private competition on audience share was immediate and still continues in some cases as the PSB companies re-organise their output to address the new challenges. The arrival of private broadcasters resulted in a fragmentation of the audience and a weakening of the former dominance of PSB organisations. Although the degree of market fragmentation varies quite significantly from country to country, the trend is more or less the same: more operators and more channels continue to offer new radio and television options and choices to the audience, resulting in a inexorable decline for PSB channels. The new competitive situation facing EBU member organisations can also be examined by looking at audience behaviour in terms of audience concentration. A small number of channels, public or private, then hold a very significant share of the total audience. Even in situations where the total audience share held by a PSB organisation does not change from year to year, there can still be channel-specific differences from one year to the next. One can have compensating channel share changes driven largely by programme categories (news, sports, full-length films, soaps, reality shows, telenovelas, etc.) and/or other changes in scheduling and output. Also, some PSB channels have retained their shares among the older segments of the population while experiencing erosion in younger viewers and listeners. Concerning some more recent changes, and according to the European Audiovisual Observatory, one of the dominant trends in was the increasing audience shift to new digital channels. Totally new consumption patterns are appearing due to the growing role of multi-platform operators in channel distribution and the consolidation of new forms of delivery, such as DTT and ADSL. These new trends also lead to some problems in the measuring systems. In France, for example, where the development of ADSL TV services reached an unexpected level (more than one million potential households in 2006), Médiamétrie included IPTV subscribers in its audience panel. In Italy, a debate is also taking place, involving the Minister of Communications, to insure that the digital channels are transparently taken into account in audience measurement systems. The European Audiovisual Observatory also underlines the fact that if some European public service broadcasters manage to maintain a significant or majority market share, it is mainly due to the success of their thematic digital channels. This is the case with BBC3, BBC4, Cbeebies and CBBC moderating the losses of the main BBC1 and BBC2. Those digital theme channels benefit from the reputation of the brand as well as promotion on the well-established main channels. Where PSBs do not have such a tight network of main channels and new thematic channels, the private sector will be the one taking advantage of audience shares with theme channels. Many European countries experience this switch of audience from historical channels, both public and private, to the new multichannel offer. Such is the case in the UK, as in the first half of 2006, British households spent more time watching new digital channels than the five terrestrial ones (amongst the households receiving the Freeview DTT platform). It can also be seen in Hungary, and in the Netherlands where 92% of households have access to more channels, particularly affecting the public channel Ned 2 for example, which lost almost 5% between 2004 and Some of the most recent viewing and listening time evolutions - for both TV and radio - will also be considered in the relevant parts of the report.

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7 I. TV audience trends

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9 Television audience trends 5 1. Domestic TV market shares The data in the charts and tables refers to the annual average 24h domestic market shares. Many PSB companies also broadcast internationally but their main purpose is to serve the national audience. The market share data is based either on a minute-by-minute unit of measurement (people meter panel) or on a 15-minute measurement unit (diary panel) Western European markets Large Both Italy and Germany saw their audience shares go up from 2005 to 2006, whereas the other Big Five countries - UK, France and Spain - registered some losses during the period ARD + ZDF - Total BBC - Total France Total RAI - Total TVE - Total We can underline the following tendencies in the Big Five countries: ARD (Germany) had a major increase (+0.7%) to 14.2%, ZDF a small increase to 13.6% (+0.1%). The ARD increase comes from a very stable and successful programme schedule and the additional market share from the Olympic Winter Games in Turin and FIFA World Cup in Germany. The small ZDF increase is also due to the same sports events, which compensated a marginal decrease in the regular ZDF schedule. The main commercial competitors both had a decrease: RTL to 12.8% (-0.4%), SAT.1 to 9.8% (-1.1%), mainly caused by a decrease in market shares with some prime time formats. The BBC (UK) had to face a very competitive environment. BBC1 secured one of the year's biggest audiences on Christmas Day, with the screening of sitcom "The Vicar of Dibley". C4 beat BBC2 for the second year running although BBC2 managed to narrow the gap at peak time. However, BBC1 and BBC2 lost a 1.1% combined market share in All the French terrestrial channels except France 3 saw their audience shares drop slightly, although TF1 - the French commercial broadcaster, even with a 0.7% drop to 31.6%, strengthened its presence on prime time, mainly thanks to the football World Cup and a Euro 2008 elimination-round contest. TF1 aired 98 of the top 100 most watched programmes, one more than in 2005, with the largest average prime time audience since France 2 slightly dropped its audience share by 0.6% to 19.2% and France 3 remained stable at 14.7%. The combined share for RAI's (Italy) three main channels came in at 43.6% in 2006, while Mediaset s three main channels audience was less than 41% (-1.7 point of share less than the previous year). The Growth of satellite platform (+1.3 point of share) contributed to this slight decline. Meanwhile, RAI maintains its leadership over the Mediaset channels.

10 6 Television audience trends TVE (Spain) faced considerable audience erosion (-2.3% of audience share) mainly due to the launch of two new commercial channels. The Sogecable-owned Cuatro, launched in November 2005, which took 6.4%, and La Sexta launched late March, which took 2.4%. Market Organization ARD1 - Das Erste Germany (a) ARD3 - All Regional TV channels together (7) ZDF ARD + ZDF - Total ITV United Kingdom (b) Channel BBC BBC BBC - Total TF France France France France 5 (c) France Total RAI Italy RAI RAI RAI - Total Spain TVE La Primera TVE La TVE - Total (a) ARD+ZDF : including 3 Sat, Arte, Kika, Phoenix. From 2005 EU-foreign households are included. (b) Starting from 2001, BBC Total includes BBC1, BBC2, BBC Choice/BBC3, BBC Knowledge/BBC4, CBBC, CBeebies and BBCNews 24. (c) France 5 began broadcasting in 1994 as La Cinquième.

11 Television audience trends 7 Western European markets Medium Within the following so-called Medium Western European markets, only the Belgian, Swiss (German and French parts) and Irish markets registered some increasing market share tendencies within the period NOS/NPO - Total VRT - Total RTBF Total RTP Total ORF - Total SF DRS (DE) - Total TSR (FR) - Total TSI (IT) - Total RTE - Total Despite its 0.2% market share loss the Dutch public broadcaster NPO managed to maintain its lead over commercial competitors in 2006, with a 32.8% audience share. NPO also increased its share by 1.1% - to 34% during the 6pm to midnight key period. The main commercial rivals RTL and SBS registered 23.1% and 16.9% respectively. The newest free-to-air channel - renamed Tien - took 4.4% of the audience. The top 25 programmes were dominated by football matches - World Cup and Holland competitions. VRT (Flemish Belgium) remains the most important broadcaster in Flanders; its market share increased from 36.3% in 2005 to 38.3% in The commercial broadcaster VTM continued losing market share. The tendency that the smaller channels gain more importance in a fragmented television landscape was confirmed in 2006 : apart from Kanaaltwee, VT4 and Vijftv, other specialised channels like Vitaya (women), Nickelodeon and Cartoonnetwork (kids) gained substantial market share in the small Flemish television market. Generally, the daily and weekly reach of television channels decreased slightly compared to from 91.1% in 2005 to 90.6% in 2006 for the weekly reach. Whilst ORF1's (Austria) share was up slightly, mainly due to major sports events, ORF2 - and most of the other channels - had to face a small decrease. The main reason for this is undoubtedly the progress in digitalization and growing number of available channels (on average, Austrian TV households received 52 channels in more than in 2005). With a combined share of 47.9 %, ORF's leading position remains unchallenged. Due to their extensive (live) coverage of the Football World Championship and the Winter Olympics the Swiss PSB s second channels (SF 2, TSR2, TSI 2) increased their market share in Digital penetration continues to increase. RTÉ Television programming performed strongly in 2006 despite greater competition and increased its market share year on year. The performance can be attributed to the high levels of home production made possible by increases in the licence fee in recent years, extensive sports coverage and a clearer strategic focus on addressing the weaknesses in the RTÉ schedule. RTÉ.ie is also continuously

12 8 Television audience trends increasing its television programming hours. Many of the programmes streamed were exclusive to broadband broadcast and were not available on television. Market Organization Nederland Netherlands Belgium Flemish Nederland Nederland 3 / Z@ppelin NOS/NPO - Total VRT - een VRT-Canvas/Ketnet VRT - Total RTBF - La Une (TV) Belgium French RTBF - La Deux (TV) RTBF Total RTP Portugal A2: RTP Total ORF Austria ORF TW1/ORF SPORT Plus ORF - Total SRG-SSR SF Switzerland Ge SRG-SSR SF SFinfo SF DRS (DE) - Total SRG-SSR TSR Switzerland Fr SRG-SSR TSR TSR (FR) - Total SRG-SSR TSI Switzerland It SRG-SSR TSI TSI (IT) - Total RTÉ ONE Ireland RTÉ TWO RTÉ - TG4 (TnaG) RTÉ - Total Monaco TMC 0.5

13 Television audience trends 9 Western European markets Nordic / Scandinavia Amongst the Nordic countries the only markets or channels which saw an increase in the shares are Iceland, Finland and the Norwegian TV SVT - Total DR - Total MTV - Total YLE - Total TV2 - Total NRK - Total RUV TV1 SVT s (Sweden) share is decreasing and so are the shares of the three other major channels. Other TV gained a lot this year due to the switch-off process into DTT currently ongoing in Sweden. Less than 10% (maybe 5%) of the population remains in the old three-channel environment at the moment. All the rest are turned into multi-channel homes. This has an effect on the share of the Big 5. Other TV grew from an 18.5% share last year (2005) to a 23.3% share in Analogue switch-off continues during 2007 and will be completed in January DR (Denmark) channels lost a total 0.3% market share, whereas TV2/Danmark - TV 2 Charlie (aimed at a mature audience) doubled its audience share in YLE's (Finland) share in 2006 is 45.3 % (4+ population) while it was 44.3 % in The main reason for small variations in Finland seems to be the major sports events of the year was again a big sport year and YLE's TV share increased. In 2005 the opposite reason was claimed for the decrease of similar size from the 2004 share (45.2 %). NRK (Norway) maintained its strong position, with a 43.5% share. The Other TV category is growing, mainly because of the launch of TV2 Zebra (launched in 2005), which broadcasted the Football League. Disney Channel also grew during 2006 among children aged 3-11.

14 10 Television audience trends Market Organization SVT Sweden (a) SVT SVT - Total TV 2/DANMARK a/s Denmark DR DR 2 (b) DR - Total MTV SubTV MTV - Total Finland (c) Channel Four Finland YLE TV YLE TV YLE - Total TV2 Norway TV 2 Zebra 1.3 Norway TV2 - Total NRK NRK NRK - Total Iceland RUV TV (a) SVT Total : including all SVT's digital channels. (b) DR2 began broadcasting in (c) YLE Total : including all YLE's digital channels.

15 Television audience trends Central / Eastern European and CIS markets Within the Central and Eastern European market, the "winners" in terms of market share increase are the Hungarian, Czech, Serbian, Lithuanian, Estonian and Ukrainian markets, among the countries where data is available TVP - Total SRT - Total MTV - Total CTV - Total RTS - Total STV - Total HRT - Total LRT LTV - Total RTVSLO - Total ETV ETV Russian PSB - Total UTV - Total In 2006 public TVP1's (Poland) position on the market was better than in 2005 thanks to better entertainment shows, series and movies. Public TVP2 - the second nationwide channel - failed to increase its share as a result of programming changes in its schedule. Among the programmes that attract the largest audiences on TVP2, there are mainly Polish series and talk shows. The position of regional TVP3 is better thanks to news services and current affairs programmes. TVP as a whole maintained its position, with a slight decrease, but still reaching over 50% of market share. In Hungary the market share of the cable channels is increasing continually and the territorial channels market share is decreasing. However the public MTV managed to increase its audience share by 0.7% in Some big changes are taking place in Serbia. The distribution of national licence frequency was given to seven TV companies. Two TV networks, which are directed to public service companies, are assigned to Radio Television of Serbia-RTS for its two programmes RTS1 and RTS2. The former 3K channel, RTS's third programme, was terminated. The other five national TV networks are aimed at commercial companies, and assigned to: TVB92, TV Pink, TV Fox, TV Avala. From May 2006 Radio Television of Serbia RTS was also transformed into two separate public service companies: the national broadcasting public service company Radio Television of Serbia-RTS - and the regional broadcasting public service company - Radio Television of Vojvodina-RTV. Since the new channel started in the second half of 2006 in Serbia, no data is available to date. The audience of the two TV channels which ceased existing in May 2006 were mainly transferred to RTS 1 and B 92. The Lithuanian PSB LRT now has two TV channels (LTV and LTV2) and its audience shares increased in was a good year for LRT because of the Olympic Games and Football Championship. In 2006 it had some very successful original TV programmes. The ratings of the second channel LTV2 almost doubled, mainly thanks to many original programmes which started last year and are not mere repeats of the first channel programmes. A few changes in ETV (Estonia) programming, such as the introduction of some original daily children s programmes (between ) and the production of several original music programmes (named ETV Live), helped ETV to strengthen its position on the market. The audience is still very interested in Russian series. But Channel One Russia took the risk of putting American series Lost on prime-time. This programming decision led Channel One

16 12 Television audience trends Russia to acquire a large audience, mostly amongst young viewers. The particularity of 2006 was the popularity of a new kind of TV projects (a mix of reality show and entertainment programme in which stars learn a new field of activity). The projects of Channel One Russia Stars on Ice (Strictly Ice Dancing), in which show biz stars learn figure skating, and Two Stars (Stars on Stage), where famous politicians, athletes and artists contest in singing, were a success. Russia channel (RTR) also launched similar projects: Dancing on Ice and Dancing with Stars. The Russian audience still has a keen interest in documentaries. Market Organization TVP TVP Poland OTV - All Regional TV Channels together (16) TVP - TV Polonia TVP Kultura 0.1 TVP - Total TVR Romania TVR SRT - Total m Hungary m MTV - Total CT Czech republic CT CTV - Total BNT - Channel Bulgaria TV Bulgaria Satellite Channel BNT - Total First service (TVB 1) Serbia Second service (TVB 2) Third Channel (a) RTS - Total SK/STV Slovakia SK/STV STV - Total HRT Croatia HRT HRT - Total Lithuania LRT Bosnia & Herzegovina Latvia TVBiH LTV LTV LTV - Total RTVSLO - SLO Slovenia Albania Estonia - Estonians RTVSLO - SLO RTVSLO - Total RTVA ETV

17 Television audience trends 13 Market Organization Estonia - non- Estonians FYROM (Former Yugoslav Republic of Macedonia) ETV MKRTV - MTV 1 MKRTV - MTV 2 MKRTV - Total VGTRC Rossia (b) Russian Federation Channel One Russia (c) VGTRC - Kultura VGTRC - Sport Russian PSB - Total First National Ukraine (d) UT UTV - Total Moldova TRM (a) Third channel stopped broadcasting on May 5th (b) Renamed "Russia" in august (c) Renamed "OTR" in September (d) 2002 data supplied by AGB-Ukraine, 2003 data supplied y GFK-USM.

18 14 Television audience trends 1.3. Mediterranean region TRT Total RTM ERT - Total IBA - Total PBS - Total This group of countries is clustered around the eastern Mediterranean, the Middle East and North Africa. Greece, Israel, Lebanon and Turkey employ peoplemeter based audience measurement systems. In Turkey there were 300 private television channels operating in 2004, with 16 operating nationally. Private broadcasters Star TV, ATV and Kanal D control two thirds of viewing. Consolidation of these players is expected in the short term. Turks are avid TV viewers. Prime time falls between 20:00 and 23:00. Peak viewing is at 21:30. In 2004, Kanal D overtook former market leader ATV as the most watched channel and kept its place in 2005 even though both channels saw a notable decrease in market shares. Show TV remains the market leader but also lost some ground to Kanal D. Kanal D's schedule comprises 80% domestically produced programming, while ATV's level of domestic content is 60%. Kanal D is one of the many channels gaining from reality TV formats. Despite this fierce competition TRT's second channel succeeded in maintaining its position in In Cyprus CY/CBC's total market share increased markedly by an outstanding 1.4% from 2004 to Its first channel's hit accounted for most of this increase. In Israel ratings are still dominated by the private channel, Channel 2, which accounts for 15% audience share annually. However the private channel is following a downward trend. In second place comes IBA's flagship Channel 1. However, Channel 1 which managed to maintain its position for several years despite the competition from these financially strongly backed TV stations, finally registered a 3.5% drop in In February 2005, RTM launched La Quatrieme, also called Al Rabea, a channel dedicated to education and social and cultural life. Its programmes include documentaries, schooling support in the Berber language Amazigh, language classes and films. In Tunisia Hannibal TV launched its digital satellite broadcasts in February 2005, becoming the country's first private TV channel. The channel was set up after a governmental decision to "open the audiovisual landscape to the private sector". Hannibal's programming includes entertainment, music, sport, films, series and variety shows and it targets a youth market. From April 2005 the channel has been aired 24 hours per day. ERTT, the Tunisian PSB, restyled its channel Tunis 7.

19 Television audience trends 15 Market Organization TRT Turkey Egypt TRT TRT Total ERTU Algeria ENTV 10.0 Morocco RTM ERT - ET Greece ERT - NET ET ERT - Total IBA Channel Israel Tunisia Libya IBA Channel IBA - Total ERTT LJB Lebanon TL Jordan Cyprus JRTV CY/CBC PBS - TVM Malta Ch PBS - Total

20 16 Television viewing time 2. Television viewing time According to Eurodata TV, the predominant role of TV grew even further in 2006, as the average daily viewing time increased on all continents except Asia Pacific to reach an average daily viewing time of 185 minutes (184 in 2005 and 183 in 2004). This can be explained by the growing proportion of population equipped with more TV sets, multi-channel reception and personal video recorders. In Europe (Eurodata TV report including 39 territories), during the past six years the daily viewing time growth increased by almost a quarter of an hour to reach 216 minutes in 2006 (213 in 2003 and 215 in 2004 and 2005). This can be also explained by the viewers seeking more channels through broadband and DTT. They now have a greater choice and more flexibility to choose the most suitable offer. According to the European Audiovisual Observatory, one of the main sources of speculation about the future concerns the Internet's impact on TV consumption. According to a recent Ofcom (UK) study, TV is of declining interest to young people aged 16 to 24, as they on average watch one hour less than the general viewer. They are also spending less of their viewing time watching public service channels (58% of total viewing time compared with 74% in 2001). Internet seems to be the replacement to a certain extent. 70% of young people go to social networking websites and 37% have contributed to a blog. Although many studies predict that the Internet will gradually replace television as the leading medium among young people, time will be needed to reach such a conclusion and establish a clear link between changes in the consumption of these two media. In the table below, the evolution of average viewing time since 1998 is shown, as well as some insights into and explanations of the most recent variations of TV viewing time in some specific countries. In the Flemish part of Belgium, viewing time decreased. This trend can be explained by the use of other media like DVD, video games, on demand TV, which are becoming more important in daily time spending patterns. There was a decrease in TV viewing in Norway in 2006, both with respect to daily reach (from 71% to 69%) and average minutes daily viewing (from 164 to 156 mins i.e. a 5 % reduction). The largest drop is among persons under 40. There is a lot of speculation on the reasons for the reduction. The main factors might be growth in access to and use of other media devices, few new concepts on TV in autumn 2006, and so forth. In Estonia, the total amount of TV viewing in 2006 reached the same level as in 2004 on average people from Estonia watched TV 4hrs 5 mins per day (comparative data for November from TNS EMORi, sample 4+).

21 Television viewing time 17 Population and TV Households in millions. Average daily viewing time in minutes. Market Categories Western Europe Large markets Medium markets Small markets Nordic / Scandinavia Central Eastern Europe CIS Market Population TV HH Viewing Time Comments Universe / Observations Germany Age 3+ United Kingdom Age 4+ France Age 4+ (1st Quarters only). Italy Age 4+ Spain Age 4+ Netherlands Age 6+ Belgium Flemish Age 4+ Belgium French Age 4+ Portugal Age 4+ Austria Age 12+ Switzerland Ge Age 3+ Switzerland Fr Age 3+ Switzerland It Age 3+ Switzerland Age 3+ Ireland Age 4+ Luxemburg Monaco 0.3 San Marino 0.3 Vatican Sweden Age 3+ Denmark Age 3+ Finland Age 10+ Norway Age 12+ Iceland Age 12+ Poland Age 4+ ; 15+ (1995); 10+ (1996); 4+ since Romania Age 4+ ; TVR1+TVR2 a day = Hungary Age 4+ Czech republic Age 15+ Bulgaria Serbia Age 4+ Slovakia Age 12+ Croatia Age 4+ ; No audience research in 264 Croatia before Lithuania Age 12+ Bosnia & Herzegovina Latvia Age 4+ Slovenia Age 4+ Albania Estonia - Estonians Age 4+ ; before 2003, Age 12+ Estonia - non- Estonians FYROM (Former Yugoslav Republic of Macedonia) Age 4+ ; before 2003, Age Russian Federation Age 18+ ; before 2001: Age 16+ Ukraine Age 4+ Belarus Moldova

22 18 Television viewing time Market Categories Mediterranean markets Market Population TV HH Viewing Time Comments Universe / Observations Turkey Egypt Algeria Morocco Greece Before 2000, Age 6+ Israel Age 18+ ; : Age 12+ Tunisia Libya Lebanon Jordan Cyprus Age 4+ Malta

23 II. Radio audience trends

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25 Radio audience trends Domestic radio market shares 1.1. Western European markets Large Only the UK and Italian Big Five markets saw radio audience shares increase over the period ARD - Total BBC - Total Radio France - Total RAI - Total RNE - Total Public ARD (Germany) have been able to keep their listeners and a more or less stable audience share development for the past four years. Contrary to other PSB radio organisations ARD channels have grown by almost 5% in total since The three most successful ARD radios are NDR, WDR and SWR with more than 10% share points. BBC is the main radio broadcaster in the United Kingdom with a share of 53.9% in BBC Radio began 2007 with record reach and share. Between 2005 and 2006, the audience shares of the BBC stations remained quite stable, even increasing for Radio 1 for example. Listeners have far more choice as new stations, offering new formats, have been launched over the past few years by both commercial radio (e.g. rock, jazz, chill-out, speech) and the BBC. Overall, Radio France's stations maintained their listener ratings in 2006 with a combined audience of 19.9%. In 2006, France Inter and France Info market shares were still in a downward trend, as was their daily reach. Last September, France Inter modified its programmes and successfully stemmed the decline. But the ebb of France Info s daily reach continues mainly because of the competition (internet, free newspapers, thematic TV etc). Since its creation France Info s schedule has never been modified. A new team is in charge of the evolution of France Info. After a significant market share decrease between 2002 and 2003, Italy's PSB radio stations stabilised in In 2005, the main channel, RadioUno, as well as RadioTre (targeting an older audience) maintained their audience share while market share rose by a notable 0.5% for RadioDue, targeting younger listeners. In 2006, the radio audience kept increasing: 37,995 million listeners as a daily average (+2.1% vs. 2005). The same tendency continued for RAI stations. Radio1 holds its historical leadership in audience and Rai Radio2 very much strengthened the tendency - with a 1.7% increase in share - as it scored major success with entertainment and shows since The largest radios registered the largest increases, which is also true for commercial stations, such as RDS (+0.5) and RTL (+0.8). Spain's national public network, Radio Nacional de España, remained out of the EGM, the Spanish syndicated audience survey providing common audience data for the media market, in 2003 and RNE came back into the system in 2005, making comparisons with previous years difficult. Compared with 2002, the commercial group SER is still the market leader

26 22 Radio audience trends followed by Cadena 40. In 2005, Radio Cope climbed to the 3rd place at Onda Cero's expense. Autonómicas are new public stations with regional coverage only. In 2006, RNE maintained its 2005 level. Market Organization NDR RB RBB hr WDR Germany SR SWR BR mdr ARD - Total Deutschlandfunk United Kingdom BBC Radio BBC Radio BBC Radio BBC Radio BBC Radio Five Live BBC All Local radio stations (39) Xtra Music BBC Five Live Sports Extra BBC - Total Europe France Inter France Info France France Musique France Bleu France Culture Le Mouv (a) Radio France - Total RAI - RADIOUNO RAI - RADIODUE Italy (b) RAI - RADIOTRE ISORADIO NOTTURNO (0-6) RAI - Total Spain SER COPE RNE - Radio RNE - Radio Clasica RNE - Radio RNE - Radio 5 Todonoticias RNE - Total (a) The music Radio France station Le Mouv was launched in 1997, but national figures are only available since (b) RAI Total does not include listeners who have not specified which RAI channel they are listening to.

27 Radio audience trends 23 Western European markets Medium The Dutch, Portuguese and Swiss markets registered some increases in radio market shares NPB - Total VRT - Total RTBF - Total RDP - Total ORF - Total SRG-SSR - Total RTE - Total The Dutch radio market continues to develop and to pose fresh challenges to NPO (Netherlands Public Broadcasting), as well as to the commercial stations. Most commercial radio stations experienced financial difficulties due to increased competition from other channels and lower advertising revenues. As a result takeovers and re-brandings took place, mainly by parties active in the newspaper sector. Most of the big commercial operators have adopted the pop music format aimed at young adults. The FM frequency re-allocation for commercial radio in July 2003 therefore put further pressure on public 3FM. 3FM also faced the steady climb of Radio 2, which once again scored high with the best result in six years. This, combined with a huge reorganisation process, resulted in a new radio strategy for the public system. Ratings for the national public radio channels are now stable again and regional public radio is still leading the market. Among the commercial stations, Radio 538 is now the market leader while Sky continues its steady decline. The re-branding of Sky's music format seems to have only stopped the decline. There are two public service radio broadcasters in Belgium - VRT and RTBF. VRT serves the Flanders area while RTBF serves the French-speaking region. The radio market in the Flemish part of Belgium has become increasingly competitive since 2004 when new frequencies were allocated to many local and regional radio stations. The pressure on public VRT is higher and their five public channels are losing shares year by year. The two most important VRT stations are Donna and Radio 2. Donna, the pop and MOTR station, has, however, lost 10% of its audience share in three years. It took Q-music (owned by VMMa) only one year to become the leading radio channel for the target group and it succeeded in becoming even bigger than its direct competitor Donna. In 2006 the total market share of VRT radio channels decreased to 63.9%, thus creating a new equilibrium in the radio landscape. As far as the other public radio stations are concerned, Radio 2, Klara and Studio Brussels have maintained their specific positioning in the radio landscape and family-oriented channel Radio 2 remains the leading radio channel in Flanders. In the French-speaking region of Belgium, public radio RTBF showed an important decrease in audience shares for all public stations in 2005, the same trend as for VRT operating in the Flemish region. It is, however, difficult to draw any conclusions about the developments as a new survey methodology was introduced that same year. RTBF offers five national channels, with Viva Cité being the main channel focusing on general information and news with linked regional programmes. The radio market in Portugal is very competitive with over three hundred local radio channels and three national private operators. While Portugal s three PSB channels face stiff competition, the

28 24 Radio audience trends general news and information channel Antena 1, the cultural station Antena 2 and Antena 3 which targets young listeners broke the record in 2005 with their best shares ever since The total RDP audience increased by a notable 1.3% from 2004 to Public broadcaster ORF has a strong position when it comes to analogue radio listening in Austria, and this trend continued in The market share of all ORF radios reaches almost 80%. One of the reasons for this strong position is the late entry of commercial competition. Most commercial channels entered the market in 1998; however, these were all either regional or local. Allocation of frequencies for commercial national radio has been allowed since the beginning of August 2004 but only one commercial station currently transmits to the entire nation, Radio Krone HIT. The audience trend over the past six years has been relatively stable. In 2006, Österreich 1 once again confirmed its position as one of the most successful cultural and information radio stations in Europe with consistent quality programmes. The hit radio station Ö3, the flagship of ORF Radio, continues to be the undisputed market leader in Austria, with a daily reach of 37.7% and around 2.8 million listeners (ten years and older) each day. FM4, the cultural station for youths and young adults, confirmed its success in the target group of ages 14 to 49. As a primarily foreign-language broadcaster with an international perspective, FM4 placed particular importance on reporting from around the EU during the first half of Aside from regular reports on FM4's news, there was an emphasis on bringing the political activities of the EU closer to young listeners. Radio1476, ORF's medium-wave programme, is very much internationally oriented, primarily towards Central and Eastern Europe. With its stress on information and radio projects of various groups, ORF continues to demonstrate its commitment to and interest in a wide variety of radio communications. The radio broadcasters of SRG SSR (Switzerland) are doing well. In 2006, for the fifth straight year, they increased their audience in German, French and Italian-speaking Switzerland - respectively DRS, RSR and RSI. This result is largely due to the success of the youth stations: Couleur 3 in French-speaking Switzerland, which reaped the benefits of its re-launch in December 2004, and of DRS3 and Virus in the German part, whose new profiles appear to be winning the approval of the listeners. Even though the radio market in Ireland is very competitive the Irish public broadcaster RTÉ is the preferred radio broadcaster in Ireland, with Radio 1 as the most popular national radio channel among Irish listeners. However, the trend shows a loss in shares over the past six years. One reason for the drop in shares is increased competition from commercial channels. To keep up with the competition, in 2006 RTÉ Radio replaced a number of established and familiar daytime programmes to attract new listeners, raised its multimedia and multi-platform presence, and progressed quickly to develop and test new DAB services. In summer of 2006, controversy followed the announcement of a new schedule for RTÉ Radio 1, with strong criticism of a perceived "dumbing down" and reduced arts coverage. However, the audience research results published in February 2007 record, for the first time in three years, that the channel has increased its weekday reach by one percentage point, a small but telling gain at a time of intensifying competition. RTÉ 2fm, the pop music channel, launched a new schedule in March With a determined focus on year-olds, 2fm is now seen as having made a watershed change. Listeners and commercial agencies have welcomed the new line-up, but it will be autumn of this year before audience ratings give a read on the revamped schedule.

29 Radio audience trends 25 Market Organization Radio Radio Netherlands Belgium 3 FM Radio Radio NPB - Total VRT - Radio Flemish (a) VRT - Radio VRT - Klara Belgium Flemish (cont.) VRT - Donna VRT - Studio Brussel VRT - Total RTBF - La Premiere RTBF - VivaCite (c) Belgium French (b) RTBF - Musiq 3 (d) RTBF - Classic RTBF - Pure FM RTBF - Total RDP - Antena Portugal (e) RDP - Antena RDP - Antena RDP - Total Oesterreich Austria (f) Switzerland Ge (g) Switzerland Fr (h) OE2 (9 regional channels in total) Hitradio OE FM ORF - Total SRG-SSR-Ge SRG-SSR-Fr Switzerland It (i) SRG-SSR-It Switzerland SRG-SSR - Total Ireland RTÉ - Radio One RTÉ - 2FM RTÉ - Lyric fm RTÉ - Raidio na Gaeltachta RTÉ - Total (a) NB Belgium Flemish : a new survey methodology was introduced in (b) NB Belgium French : a new survey methodology was introduced in On April 2004, two new stations were created in Belgium's French speaking area :Classic 21and Pure FM replacing Radio 21 (c) On April 2004, a new station was created in Belgium's French speaking area :Vivacité replacing Fréquence Wallonie and Bruxelles-Capitales. (d) Musique 3 changed its name in Musiq'3; it's broadcasted all over Belgium South and does not cover only Bruxelles. (e) Data cover continental Portugal - excluding the two Atlantic provinces of Madeira and the Azores. (f) Because of rounding the total does not always add up to the sum. (g) NB Swiss Ge shares measured by face to face interviews, and from 2001 mesured by audiometer system. (h) NB Swiss Fr shares measured by face to face interviews, and from 2001 mesured by audiometer system. (i) NB Swiss It shares measured by face to face interviews, and from 2001 mesured by audiometer system.