1.2 million listen to "my105"

RADIO LANDSCAPE Six months ago, Radio 105 founder Giuseppe Scaglione launched the interactive streaming platform "my105". Since August 27, "my105" has also been broadcasting via DAB+ in large parts of German-speaking Switzerland. The first listener figures are now being published.The figures show that "my105" has an average daily audience of 178,969 listeners among 15 to 39-year-olds in German-speaking Switzerland (excluding Graubünden and Valais), while "Planet 105" is listened to by 83,665 people. By comparison, the Energy Group (including the three FM stations), the market leader in this segment, has an average of 528,169 daily listeners. As many as 1.2 million listeners tune in to "my105" every week.Giuseppe Scaglione is delighted: "We are even more successful than in the FM days with 'Radio 105', even though, unlike our direct competitors, we cannot be received on FM." The psychographic structure, which was also surveyed, also shows that not only the "young and wild" listen to "my105", but also an above-average number of "progressive leaders" are addressed.Headphone consumption taken into accountThe listener survey was conducted by blue eyes marketing gmbH in Lucerne on behalf of "my105". It was calculated from interviews with 1,500 representatively selected men and women aged between 15 and 39 from German-speaking Switzerland (excluding Valais and Graubünden). The extrapolation of the listener figures is based on the MACH Basic 2015-2 population. In addition, the "blue mind" psychographic segmentation was integrated into the survey. "Unlike other radio stations, we have to rely on surveys and additional qualitative information when collecting listener figures because young people in particular primarily listen to music via headphones," explains Scaglione, "and it is precisely this headphone consumption that cannot be recorded using the official 'Radiocontrol' measurement method. "Further information is available at www.my105.ch.

Giuseppe Scaglione.