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ftm Radio Page - week ending July 12, 2019

Private broadcasters audience growth stalls
more time, less reach

There were no momentous, notable or surprising shifts in Switzerland’s radio broadcasting landscape revealed in the first half 2019 audience estimates from research institute Mediapulse. Except one: listening reach, generally, keeps trickling lower. With that, again generally, time spent listening is rising. It can reasonably be concluded that folks dropping off the measurement radar are - or were - marginal listeners anyway. With this is the possibility that listeners to public radio channels are the most loyal.

All media measurement in Switzerland is apportioned to the three linguistic regions; Swiss-German, French and Italian. In the Swiss-German speaking region, the largest and most populous, total radio reach dropped to 81.74% from 82.91%, year on year. Five years ago it was 87.6%. Radio reach in the French-speaking cantons fell to 78.7% from 83.9% in the first half 2014. In the Italian-speaking region, similarly, radio reach dropped to 85.9% from 89.3% five years ago.

Time spent listening in the Swiss-German region was slightly lower, 119.6 minutes, and the aggregate audience share for regional public broadcaster SRF rose to 55% from 54.5%, year on year. In the French-speaking region, time spent listening jumped to 101.2 minutes from 97 minutes while the aggregate audience share for regional public broadcaster RTS dropped to 49.5% from 50.5%. But, the aggregate audience share of other public radio channels rose to 11.5% from 10%. This would include gains by Radio Swiss Pop and Radio Swiss Classic, distributed by DAB+, cable and satellite. Time spent listening in the Italian-speaking region leapt to 112.45 minutes from 106.45 minutes one year on. And the aggregate audience share for regional public broadcaster RSI jumped to 55.8% from 53.5%, almost entirely on the showing of main general interest channel Rete Uno.

Privately-owned radio stations, on aggregate, lost audience share. In the Swiss-German region, with the most population and radio stations, the aggregate audience share of privately-owned stations dropped slightly to 35.1%. Five years ago it was 30.7%. Much of the audience share loss appears to have come from Zurich area stations. Privately-owned radio stations in the French-speaking cantons also dropped slightly, 29.9% audience share on aggregate from 30.3%, year on year. Aggregate audience share for privately-owned radio stations in the Italian-speaking region fell roundly to 21.1% from 22.3% one year on. Both stations - 3i and Radio Ticino - shed audience shares as did stations originating in neighboring Italy.

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