FM switch-off: Private radio stations and advertisers benefit
The SRG's FM switch-off at the end of 2024 has changed the Swiss radio landscape - at least temporarily. Private radio stations are seeing gains in reach, from which advertisers can currently benefit.
The switch-off of FM transmission for SRF radio stations on December 31, 2024 has affected the radio market in Switzerland. According to Mediapulse data, SRG stations lost around 450,000 listeners in the first quarter of 2025, which corresponds to a 15% decline in daily reach. At the same time, private radio stations were able to increase their reach by an average of 17%, as many former FM listeners switched to providers that continue to broadcast in analog format.
Private broadcasters and the advertising market benefit
This development opens up new opportunities for the advertising market: Despite the increased audience, private radio stations have not yet adjusted their advertising rates. Advertisers are therefore reaching a larger audience for the same price, which increases the efficiency of their campaigns. Hans Lackner, Director Operations at Swiss Radioworld, explains: "The market data points to a temporary structural shift that opens up additional potential, especially for private providers."
Swiss Radioworld also sees opportunities for digital audio advertising and streaming services such as SoundCloud and TuneIn. The Goldbach Group subsidiary supports advertisers in reaching their target groups via various channels and benefiting from changing listening habits.
SRG focuses on digitalization and long-term stabilization
SRG considers the current figures to be in line with expectations. With a market share of 53%, it remains the leader ahead of the private broadcasters with a combined 41%. The decline is an expected transitional movement, as changeover and conversion take time. "The vast majority of radio listeners in Switzerland already listen digitally," emphasizes the SRG in its statement. Over 80 percent of radio minutes listened to today are via the internet or DAB+.
According to SRG, the early switch-off was also for economic reasons: Analog FM technology is inefficient and expensive. In addition, the aim is to pave the way for the digitalization of the entire market, as all broadcasters will switch off FM by the end of 2026 at the latest. SRG assumes that its usage figures will recover as the digital migration progresses.
