Big Stations, Well-known Brands Suffer Losses in Médiamétrie National Radio Survey

Michael Hedges April 25, 2005

The top three national channels hold their market positions, Fun Radio recovers, Europe 2 doesn’t, RMC Info and Les Independants move ahead.

Taken as a whole, local stations independent from the national networks made the greatest gains, increasing to 14.6% share from the 12.3% share recorded for January through April 2004. Reported together in the Médiamétrie survey, Les Independants (GIE) are 105 local stations of various program formats, including Contact, Scoop, Vibration, Alouette, Radio Nova and Oüi FM.

Radio France channels boosted their total market share to 21.9% from 21.1%. France Bleu – the network of regional channels - increased to 5.9% from 5.1%. France Info, France Musiques and France Culture all increased market share.

The increases by Radio France thematic and regional channels offset the significant loss dealt to France Inter. The major general interest public service channel remains number 2 in market share but that share continues to erode, falling to 9.0% from 9.6% but maintaining its number 2 position.

Radio France employees began a labor action April 4th, one day after the end of the January to April survey period. According to press reports Friday, April 22nd, agreements to end the strike for higher wages were reached between labor unions and the broadcaster.

RTL remains in the top spot, though dropping to 11.5% from 12.0% market share. A press release from IP France – RTL’s sale house – shows the channel leading all other channels in 42 of 76 quarter hours, Monday through Friday. NRJ tops RTL between 1400 and 1600.

NRJ Groupe received mixed results. Flagship channel NRJ maintained top position among national music channels with a 7.2% market share, no change from the same period in 2004. But Nostalgie dropped to 5.7% market share from 6.2% and Cherie FM dropped to 3.9% from 4.6% a year ago. NRJ Groupe Chairman Jean-Paul Baudecroux, quoted in Le Figero, was not pleased: “It will be necessary to analyze the situation and to quickly find the remedies.”

Europe 1 – the general interest channel owned by Lagardere – also lost market share, to 7.7% from 8.5% one year on, though its number 3 market position did not change. Even the company press release mentioned that Europe 1 had “crumbled” among listeners 13 and older. And the press release pointed out that the channel gained 7.3% among persons 25 to 49 years compared with the November-December 2004 survey. The channel gained 10.4% in accumulated audience between 0600-0900, Monday through Friday, over the November-December 2004 survey among men 25 to 49 years.

All of the second tier national channels – those out of the top 5 – have pursued targeted repositioning over the recent two years. The consequence has been falling total market shares but increases in specific audience targets. Europe 2 – also owned by Lagardere – is a prime example. The channel has dropped to 2.9% market share from 4.2% a year on among persons 13 years and older. Part of its’ repositioning involved adding afternoon DJ Arthur – formerly of Fun Radio. The channel targets persons 25 to 34 years.

Skyrock, which appeared poised to challenge even NRJ two years ago, took 7th place with a 4.5% market share. The channel has been particularly successful in the Paris region.

RFM – programming hit music from the 1980’s – moved into 10th position overall – up from 11th in the same period in 2004 – maintaining its 3.5% market share.

RMC Info – a news and sports channel – continued its climb, now in11th place with a 3.3% market share, up from 2.6% in 2004 when it was 14th.

Fun Radio had been in freefall until last year and its gains – to a 3.3% market share and tied for 11th place with RMC Info - largely attributed to adding morning DJ Cauet – swipped from Europe 2 last October.

The national French radio audience survey for the period of January 3 through April 3 2005 was released April 18th. Médiamétrie, the organization measuring most media in France, has increased significantly the interview sample base, to 126,000 interview subjects, since 2004.