Radio Rumantsch and Rhône FM are the most likeable radios in Switzerland
The SRG station Radio Rumantsch is Switzerland's most likable radio brand, followed by the Valais-based private radio station Rhône FM. These are the findings of initial analyses from this year's MediaBrands study by Publicom.
In this year's MediaBrands study, Publicom examined 172 media brands for their qualitative appeal to the audience. Among them are 49 radio brands for which an initial analysis is available. In addition to quality dimensions such as credibility, information relevance or entertainment value, the listeners of the various stations also assess their likeability value. The Rhaeto-Romanic SRG radio station, which was included in the study for the first time, made it directly to the top of the sympathy ranking. In second place was the private radio station Rhône FM in French-speaking Switzerland, which overtook last year's sympathy winner, the bilingual Fribourg-based Radiofr.
Rhône FM also achieves high scores on other quality dimensions. For example, the radio station in Lower Valais also achieves the highest score of all private radio stations in terms of credibility. Among the SRG stations, a radio station in French-speaking Switzerland also comes out on top in this dimension, which is particularly important for the media. La Première from RTS achieves the top Swiss score in terms of credibility.
SRF Musikwelle and GRRIF entertain their audience best
A key quality dimension in radio is also entertainment value, since radio programs are mostly chosen for their music offerings. Here, two completely differently positioned radio brands occupy the top spots. The folk music station SRF Musikwelle and the Jura-based alternative music radio station GRRIF lead the entertainment ranking of SRG brands and private radio stations, respectively. These two radio brands are obviously particularly good at meeting the musical needs of their audiences.
Stable radio usage
83 percent of adult Swiss listened to a radio program at least once in a three-month period in spring 2019. Compared to the previous year, this figure decreased slightly (-1 percent). The medium of radio thus reaches more people in Switzerland than printed newspapers (78 percent), social media (57 percent), magazines and journals (56 percent) or cinema (30 percent).
With the MediaBrands study Publicom annually determines the brand performance of media brands in the Swiss population. The data is used for qualitative media planning, among other things. The 2019 survey was conducted in May and June and is based on a representative sample of 4,839 people aged 15-79. The statistical margin of error is +/- 1.4 percent.
