German-speaking Swiss stations on the sidelines: Radiofr is the most likeable radio station in Switzerland
The bilingual Radiofr in Fribourg is the most likable Swiss radio station. This is according to initial analyses of this year’s MediaBrands study by Publicom.
Publicom surveyed 45 radio brands in this year's MediaBrands-study on its qualitative appeal to the audience. When it comes to popularity, no other radio station can compete with this small local station from Fribourg. Both its German-speaking and French-speaking listeners give their station top marks. Radio Nostalgie, which broadcasts from France, comes in a distant second, followed by Radio Rottu from the Upper Valais. The SRG has five radio stations in the top ten. Among the public radio stations, SRF zwei Kultur receives the highest likability rating.
In a cross-media comparison, radio stations are considered likable brands. The adult Swiss population generally feels more affinity toward radio brands than toward brands in other media categories. In 2018, radio remains an indispensable companion in everyday life for many people. After the internet, radio is—as it was last year—the subjectively «most important» medium for the Swiss population.
| Rank | Brand | Type | Area | Index |
|---|---|---|---|---|
| 1 | RadioFr. | Private | Freiburg | 106.5 |
| 2 | Nostalgia | Private (F) | F/French-speaking Switzerland | 104.7 |
Stable radio usage
84 percent of Swiss people have tuned in to a radio program at least once in the past three months. Traditional radio listening via a dedicated portable or stationary radio (FM or DAB+) remains more common than internet streaming. Four-fifths of the adult population listen to the radio at home or on the go using a traditional radio set; only 28 percent listen to the radio on a computer or smartphone. Compared to the previous year, internet usage has even declined slightly. The number of people who listen to the radio exclusively via the internet has remained steady at five percent.
Through the MediaBrands study, Publicom measures the brand performance of media brands among the Swiss population on an annual basis. The 2018 survey was conducted in April and May and is based on a representative sample of 4,828 people aged 15 to 79. The statistical margin of error is +/- 1.4 percent.
