Cable radio is not a stepchild after all
Nearly two-thirds of listeners in German-speaking Switzerland regularly listen to cable radio stations
Almost two-thirds of the German-speaking Swiss audience regularly listen to cable radioA study published by private radio stations and SRG dispels the prejudice of unused cable radio. Surprisingly, the German-speaking Swiss are far ahead of the French-speaking Swiss in terms of cable radio usage.Cable slots are in short supply, a problem that is becoming even more acute in view of the various private radio stations that are now pushing into cable with second programs (see also WW 42/01). In view of this situation, it is important to know how and which cable radio stations are used at all - in order to be able to formulate a priority list of useful or dispensable programs based on this information.
With this in mind, Sunshine boss Markus Ruoss suggested a cable radio study in which, in addition to Sunshine, the cable association Swisscable, the radios 105, Argovia, 32, Aktuell, Central, Top and the already discontinued 24Plus as well as Radiotele AG and SRG participated.
For the study conducted by Publica Data AG, 3,300 people in German-speaking Switzerland and 1,700 people in French-speaking Switzerland were asked last June and July about their cable radio usage habits.
The first surprise is that a very large number of households have a radio connected to the cable. In German-speaking Switzerland, the figure is no less than 76 percent. French-speaking Switzerland, on the other hand, is far behind with only 42 percent. The much lower figure is only partly explained by the somewhat lower cable density in French-speaking Switzerland (70 percent compared with 78 percent in German-speaking Switzerland). One reason for German-speaking Switzerland's lead could be its longer tradition with cable radio. It stands to reason that Eviva and Radio 105, which have been a topic here for many years, have led to a better establishment of cable radio per se.
SRG programs are used the most
The second surprise of the latest cable radio study: Not only are radios frequently connected to the cable network, cable radios are also well used. In German-speaking Switzerland, as many as 64 percent listen to cable radio daily or almost daily, 12 percent do so several times a week and 6 percent once a week. Only 8 percent say they never tune in to cable radio. In western Switzerland, by contrast, just under half of people in cable households said they use cable radio daily or almost daily.
A major obstacle on the way to cable radio remains the fact that in most cases only 1 room per household is equipped with a cable connection (71 percent in German-speaking Switzerland, 55 percent in French-speaking Switzerland). Only a minority has 2 or more wired rooms (29 percent in German-speaking Switzerland, 45 percent in French-speaking Switzerland).
When asked which stations are used most, the SRG's first channels perform best. They occupy the first three places. Among the most frequently tuned-in private Swiss radio stations, Eviva and 105 are clearly ahead (79 percent or more tuned in). However, other cable-only stations such as Swiss Classic, Swiss Pop, Sky Radio and RTL Oldies also occupy top positions.
The study also provides information about what the Swiss audience expects from cable radio. The majority wants either a pure music program. Or a mix radio station, which means a service in which as many program components as possible - music, news, presentation - are represented in a balanced way. Daniel Schifferle
With this in mind, Sunshine boss Markus Ruoss suggested a cable radio study in which, in addition to Sunshine, the cable association Swisscable, the radios 105, Argovia, 32, Aktuell, Central, Top and the already discontinued 24Plus as well as Radiotele AG and SRG participated.
For the study conducted by Publica Data AG, 3,300 people in German-speaking Switzerland and 1,700 people in French-speaking Switzerland were asked last June and July about their cable radio usage habits.
The first surprise is that a very large number of households have a radio connected to the cable. In German-speaking Switzerland, the figure is no less than 76 percent. French-speaking Switzerland, on the other hand, is far behind with only 42 percent. The much lower figure is only partly explained by the somewhat lower cable density in French-speaking Switzerland (70 percent compared with 78 percent in German-speaking Switzerland). One reason for German-speaking Switzerland's lead could be its longer tradition with cable radio. It stands to reason that Eviva and Radio 105, which have been a topic here for many years, have led to a better establishment of cable radio per se.
SRG programs are used the most
The second surprise of the latest cable radio study: Not only are radios frequently connected to the cable network, cable radios are also well used. In German-speaking Switzerland, as many as 64 percent listen to cable radio daily or almost daily, 12 percent do so several times a week and 6 percent once a week. Only 8 percent say they never tune in to cable radio. In western Switzerland, by contrast, just under half of people in cable households said they use cable radio daily or almost daily.
A major obstacle on the way to cable radio remains the fact that in most cases only 1 room per household is equipped with a cable connection (71 percent in German-speaking Switzerland, 55 percent in French-speaking Switzerland). Only a minority has 2 or more wired rooms (29 percent in German-speaking Switzerland, 45 percent in French-speaking Switzerland).
When asked which stations are used most, the SRG's first channels perform best. They occupy the first three places. Among the most frequently tuned-in private Swiss radio stations, Eviva and 105 are clearly ahead (79 percent or more tuned in). However, other cable-only stations such as Swiss Classic, Swiss Pop, Sky Radio and RTL Oldies also occupy top positions.
The study also provides information about what the Swiss audience expects from cable radio. The majority wants either a pure music program. Or a mix radio station, which means a service in which as many program components as possible - music, news, presentation - are represented in a balanced way. Daniel Schifferle
