Smoking Radio Colts
Guest commentary "Radio 24 has even less to fear from Energy Zurich than before", was the headline in the last Advertising Week. Far from it, writes Jürg Bachmann.
Guest commentary "Radio 24 has even less to fear from Energy Zurich than before", was the headline in the last Advertising Week. Far from it, writes Jürg Bachmann.
It is clear that the completely new direction of the station, which was launched as Energy Zürich on August 15, was associated with the risk of losing listeners in the initial phase. However, the feared decline did not materialize, and it is of course not the half-year figures that are decisive for Energy Zürich, but the figures between August 15 and December 31, 2003. During these first four months, we have already been able to maintain and expand the overall level of the previous program (target group 15+). Specifically: In the fourth quarter of last year, 17,000 listeners in the greater Zurich area listened to Energy Zurich every working day.
Such a development for a relaunch is unusual and therefore pleasing. In the advertising-relevant target group of 15- to 49-year-olds, the increase in listener figures for Energy Zurich compared with those of Radio 24 is even clearer: while the latter fell below the figure for the first half of the year in the greater Zurich area from Monday to Friday in the last quarter, our station was the only private radio station in Zurich to record a significant increase, reaching 126,000 people every day.
The program's focus on the target group of 15- to 34-year-olds has also fully achieved its goal: In contrast to the first half of 2003, when the two stations were still far apart, Energy Zürich caught up with Radio 24 in the most recent measurement period from October to December, with 70,000 15- to 34-year-olds in the greater Zurich area listening to our station every day from Monday to Friday.
The positive trend is clearly evident in the youngest target group, the 15 to 24-year-olds. In the last quarter of 2003, Energy Zürich, with 32,000 listeners daily on weekdays in the greater Zurich area, has already overtaken Radio 24 as the market leader.
No wonder, we are a little proud and believe that the repositioning has paid off. The fact that an ever-increasing number of listeners are convinced by the good music program, the appealing campaigns and the expert information provided by Energy Zürich is proven not least by the correctly cumulated and interpreted figures from Radiocontrol.
Our team will therefore continue to fine-tune and perfect the program over the next few months. We are already working flat out on new events, concerts (for example another Energy Stars for Free) and encounters with stars. In doing so, we can and will benefit from our international network.
Pro memoria: In addition to traditional radio spots, our advertising customers also have numerous promotional and sponsorship opportunities at their disposal.
> Jürg Bachmann is Managing Director of the radio station Energy Zurich.
It is clear that the completely new direction of the station, which was launched as Energy Zürich on August 15, was associated with the risk of losing listeners in the initial phase. However, the feared decline did not materialize, and it is of course not the half-year figures that are decisive for Energy Zürich, but the figures between August 15 and December 31, 2003. During these first four months, we have already been able to maintain and expand the overall level of the previous program (target group 15+). Specifically: In the fourth quarter of last year, 17,000 listeners in the greater Zurich area listened to Energy Zurich every working day.
Such a development for a relaunch is unusual and therefore pleasing. In the advertising-relevant target group of 15- to 49-year-olds, the increase in listener figures for Energy Zurich compared with those of Radio 24 is even clearer: while the latter fell below the figure for the first half of the year in the greater Zurich area from Monday to Friday in the last quarter, our station was the only private radio station in Zurich to record a significant increase, reaching 126,000 people every day.
The program's focus on the target group of 15- to 34-year-olds has also fully achieved its goal: In contrast to the first half of 2003, when the two stations were still far apart, Energy Zürich caught up with Radio 24 in the most recent measurement period from October to December, with 70,000 15- to 34-year-olds in the greater Zurich area listening to our station every day from Monday to Friday.
The positive trend is clearly evident in the youngest target group, the 15 to 24-year-olds. In the last quarter of 2003, Energy Zürich, with 32,000 listeners daily on weekdays in the greater Zurich area, has already overtaken Radio 24 as the market leader.
No wonder, we are a little proud and believe that the repositioning has paid off. The fact that an ever-increasing number of listeners are convinced by the good music program, the appealing campaigns and the expert information provided by Energy Zürich is proven not least by the correctly cumulated and interpreted figures from Radiocontrol.
Our team will therefore continue to fine-tune and perfect the program over the next few months. We are already working flat out on new events, concerts (for example another Energy Stars for Free) and encounters with stars. In doing so, we can and will benefit from our international network.
Pro memoria: In addition to traditional radio spots, our advertising customers also have numerous promotional and sponsorship opportunities at their disposal.
> Jürg Bachmann is Managing Director of the radio station Energy Zurich.
