Radio listeners remain loyal to their stations
In German-speaking Switzerland, more people listened to the radio in the first half of 2013, but for shorter periods of time. In the rest of Switzerland, reach and usage declined slightly, as Publica Data and Mediapulse reported on Friday. Market shares remained largely stable.
On an average day, 89.1 percent of the population over the age of 15 in German-speaking Switzerland tuned in to the radio for 123.7 minutes. In the second half of 2012, the figure was 88.5 percent, and the average listening time was 125.5 minutes per day. Once again, SRG stations suffered a slight drop in market share from 65.5 to 64.9 percent. SRF1 remained the most listened-to station, with its market share falling from 33.0 to 32.7 percent. SRF Musikwelle, on the other hand, gained from 5.2 to 5.8 percent, and Radio Swiss Pop from 1.4 to 1.7 percent.
The private radio stations increased their share slightly from 30.1 to 30.4 percent. Zurich-based Radio 24, the leader, lost some of its listeners and market share (from 3.1 to 2.9 percent). FM1 made gains, from 1.8 to 2.2 percent.
In French-speaking Switzerland, 85.5 percent of the population listened to around 105 minutes of radio a day. SRG stations had a market share of 65.8 percent here (previous year: 66.4 percent). In Italian-speaking Switzerland, the radio medium reached 88.4 percent of the population, with usage of 116.3 minutes per day. Here, too, SRG stations lost market share, from 82.5 to 81 percent.
The measurement method was changed slightly as of January 1, 2013. This should be taken into account when interpreting the differences from the previous semester, but a comparison is still permissible, said a Mediapulse spokesperson. All stations were affected by the new method, he said, with some feeling the impact more, others less. (SDA)
