Swiss listen to the radio longer
Foreign broadcasters are on the retreat in all parts of the country
Foreign stations are on the retreat in all parts of the countryBy Markus Knöpfli After a slump in 1996, the importance of radio as a medium is on the rise again in Switzerland, but it is still lower than in 1995. The SRG stations in Ticino are benefiting from this upswing, and the private radio stations in German-speaking and French-speaking Switzerland. The foreign stations, on the other hand, are losing ground - even in a long-term comparison.
The latest figures from the SRG Radio Study say one thing above all: the number of radio listeners throughout Switzerland remains stable. In German-speaking Switzerland, 77 percent of the population aged 15 and over tune in to the radio on weekdays, while the figure is 70 percent in French-speaking Switzerland and 71 percent in Italian-speaking Switzerland. The situation has remained unchanged since 1996 - with very small deviations in Ticino.
However, radio usage increased: in German-speaking and French-speaking Switzerland, it rose by two minutes each to 200 and 140 minutes respectively, while in the SI, the medium increased by twelve minutes to 146 minutes. Despite this jump, usage in Ticino is still 20 minutes below the 1995 figure, and in the SR nine minutes below. In German-speaking Switzerland, on the other hand, a new record has been set in terms of listening time.
If we look at the regions, we see further differences: While SRG radio stations, private stations and foreign stations in German-speaking Switzerland have more or less stable daily reach, private stations and SRG are converging in terms of listening time. Since 1996, SRG programs have been listened to for five minutes less (now 94 minutes), but private stations have increased their listening time by nine minutes to 80 minutes.
The market shares have shifted accordingly: SRG comes in at 47 percent (down one percent from 1998), the private stations at 40 percent (up two percent), and the foreign stations fell one point to 13 percent.
In Suisse romande, SRG, private and foreign stations also show stable reach, but here the private stations are increasing listening time at the expense of the foreign radio stations, while the SRG stations remain stable compared to 1998 (up one minute). The new figures: SRG 59 minutes, private 55 minutes (plus five minutes), foreigners 25 minutes (minus five minutes). SRG maintains its market share at 42 percent, the private stations increase by four to 40 percent, and the foreigners drop from 22 to 18 percent.
In Ticino, the picture is quite different: Although the private broadcasters were able to increase their daily reach by two percent to eight percent, primarily at the expense of SRG, SRG has nevertheless gained market share. It now has 77 percent (up five percent), the Priavten nine (up one percent), while the foreign stations have only 14 percent (down six percent).
SRG programs were able to increase because they are listened to significantly longer than in 1998, with an increase of 15 minutes (new 121 minutes), compared to only two minutes for private stations (new 14), and foreigners stay tuned in for six minutes less (new 23 minutes).
The latest figures from the SRG Radio Study say one thing above all: the number of radio listeners throughout Switzerland remains stable. In German-speaking Switzerland, 77 percent of the population aged 15 and over tune in to the radio on weekdays, while the figure is 70 percent in French-speaking Switzerland and 71 percent in Italian-speaking Switzerland. The situation has remained unchanged since 1996 - with very small deviations in Ticino.
However, radio usage increased: in German-speaking and French-speaking Switzerland, it rose by two minutes each to 200 and 140 minutes respectively, while in the SI, the medium increased by twelve minutes to 146 minutes. Despite this jump, usage in Ticino is still 20 minutes below the 1995 figure, and in the SR nine minutes below. In German-speaking Switzerland, on the other hand, a new record has been set in terms of listening time.
If we look at the regions, we see further differences: While SRG radio stations, private stations and foreign stations in German-speaking Switzerland have more or less stable daily reach, private stations and SRG are converging in terms of listening time. Since 1996, SRG programs have been listened to for five minutes less (now 94 minutes), but private stations have increased their listening time by nine minutes to 80 minutes.
The market shares have shifted accordingly: SRG comes in at 47 percent (down one percent from 1998), the private stations at 40 percent (up two percent), and the foreign stations fell one point to 13 percent.
In Suisse romande, SRG, private and foreign stations also show stable reach, but here the private stations are increasing listening time at the expense of the foreign radio stations, while the SRG stations remain stable compared to 1998 (up one minute). The new figures: SRG 59 minutes, private 55 minutes (plus five minutes), foreigners 25 minutes (minus five minutes). SRG maintains its market share at 42 percent, the private stations increase by four to 40 percent, and the foreigners drop from 22 to 18 percent.
In Ticino, the picture is quite different: Although the private broadcasters were able to increase their daily reach by two percent to eight percent, primarily at the expense of SRG, SRG has nevertheless gained market share. It now has 77 percent (up five percent), the Priavten nine (up one percent), while the foreign stations have only 14 percent (down six percent).
SRG programs were able to increase because they are listened to significantly longer than in 1998, with an increase of 15 minutes (new 121 minutes), compared to only two minutes for private stations (new 14), and foreigners stay tuned in for six minutes less (new 23 minutes).
