Market share taken from the private sector
SRG radio stations are gaining listeners, especially in German-speaking Switzerland
SRG radio stations gain listeners, especially in German-speaking SwitzerlandThe year 2000 was a milestone for SRG radio stations in German-speaking Switzerland, as they were able to regain market share (MA) from the private stations for the first time in 15 years. In French-speaking Switzerland, too, the trend towards private radio seems to have been broken, while in Ticino both SRG stations and private broadcasters were under pressure.Since the introduction of private radio at the beginning of the 1980s, the MA of SRG radio stations has always pointed downwards. A good 15 years later, SRG has succeeded for the first time in winning back an audience from the private stations. At least in German-speaking Switzerland. In 2000, SRG radio increased its market share by four percent to 51 percent. This was at the expense of both the domestic and the private stations occupying the airwaves from abroad, which each lost two percent of the audience share. Private radio stations in German-speaking Switzerland thus dropped to 38%, while foreign radio stations ended up with an 11% MA.
The trend in western Switzerland was similarly in favor of SRG. Here, too, the continuing trend towards the private stations was broken for the first time. SRG radio improved by two points to 46% MA, while the private stations suffered a loss of three points to 37% MA. In contrast to German-speaking Switzerland, however, foreign radio stations in French-speaking Switzerland escaped unscathed: last year they were able to maintain their 18% MA.
Ticino radio stations under increasing pressure from Italian broadcasters
Only in Ticino did fewer listeners tune in to SRG radio frequencies. And this was after having succeeded in the previous three years in taking audience away from foreign radio stations, which are particularly strong in southern Switzerland. In 2000, however, they were able to improve by a full three points to 17 percent MA. However, it was not only the SRG that suffered, losing two points and now with an MA of 75%. The private radio stations in Ticino also lost a point. They currently still have a measly MA of eight percent.
With the results for the year 2000, radio research is moving away from the method used since 1975, in which listener research data was collected using representative interviews. Radio usage is now surveyed using the "radio listening" clock, which has been providing valid data since October 1. As far as the reliability of the new system is concerned, the head of the SRG research service, Matthias Steinmann, immediately dispelled any doubts. The test was carried out by using the radio clock to measure TV usage. The results from Radiocontrol and Telecontrol matched more than 99 percent. Controller heart, what more could you want!
Daniel Schifferle
The trend in western Switzerland was similarly in favor of SRG. Here, too, the continuing trend towards the private stations was broken for the first time. SRG radio improved by two points to 46% MA, while the private stations suffered a loss of three points to 37% MA. In contrast to German-speaking Switzerland, however, foreign radio stations in French-speaking Switzerland escaped unscathed: last year they were able to maintain their 18% MA.
Ticino radio stations under increasing pressure from Italian broadcasters
Only in Ticino did fewer listeners tune in to SRG radio frequencies. And this was after having succeeded in the previous three years in taking audience away from foreign radio stations, which are particularly strong in southern Switzerland. In 2000, however, they were able to improve by a full three points to 17 percent MA. However, it was not only the SRG that suffered, losing two points and now with an MA of 75%. The private radio stations in Ticino also lost a point. They currently still have a measly MA of eight percent.
With the results for the year 2000, radio research is moving away from the method used since 1975, in which listener research data was collected using representative interviews. Radio usage is now surveyed using the "radio listening" clock, which has been providing valid data since October 1. As far as the reliability of the new system is concerned, the head of the SRG research service, Matthias Steinmann, immediately dispelled any doubts. The test was carried out by using the radio clock to measure TV usage. The results from Radiocontrol and Telecontrol matched more than 99 percent. Controller heart, what more could you want!
Daniel Schifferle
