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Daily reach fell last year, both for ORF radio stations and private clients. However, each Austrian listened to an average of 196 minutes of radio per day.
The daily reach of Austrian radio stations in the general population dropped to 75.7 percent in the previous year, compared with 77.3 percent in 2019. That comes from radio test data released Thursday by 2020. Austrians also listened to the radio five minutes less a day than in 2019.
Ö3 is still the widest broadcaster
ORF radios reached a total daily reach of 61.6 percent (2019: 63.2 percent), private stations reached 26.6 percent (2019: 28.3 percent). The broadcaster with the highest reach from Monday to Sunday in the target group of 10 years and over is still Ö3 with a reach of 31.1 percent (33.7 percent). National private competitor Kronehit came in at 8.8 percent (10.7 percent). ORF’s regional stations reached 29.3 percent (29.6 percent) across Austria, private RMS (RMS Top) 25.9 percent (27.8 percent). Contrary to the trend, Ö1 was able to rise to 10.5 percent (9.3 percent). FM4 also increased slightly to 3.5 percent (3.2 percent).
Even in the advertising relevant target group ages 14-49, public broadcasters lost overall daily reach. While it was 54.6 percent in 2019, it reached 51.2 percent in the prior year. Private radio stations reached 33.6 percent (35.8 percent). Ö3 was also the radio station with the highest daily reach among those under 50 at 36 percent (39 percent). The main RMS stations reached 33.1 percent (35.4 percent). At 14.8 percent (15.7 percent), regional ORFs are slightly better than Kronehit’s (13.4 percent after 16 percent the year before). Ö1 was largely stable in the advertising-relevant target group at 5.7 percent (5.8 percent). FM4 also increased among the youngest (5.5 percent after 5 percent in 2019).
196 minutes of radio consumption per day
Austrians aged 10 and over turned on the radio an average of 196 minutes per day last year, five minutes less than in 2019 (201 minutes). There was little movement in market shares: ORF stations’ market share remained stable at 74 percent, with regional public broadcasters (stable at 35 percent) ahead of Ö3 (2020: 30 percent, 2019: 33 percent). The commercial issuers together achieved a 24 percent market share (2019: 25 percent), as did the RMS issuers. In the youngest target group (14-49 years old) there is a market share of 63 percent (2019: 65 percent) for ORF radios compared to 35 percent (2019: 36 percent) for private radio stations .
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