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ftm Radio Page - July 13, 2012

Creative Regulation Undoes Broadcast Licensing
creativity Broadcasters often view media regulators as slightly less interesting than accountants. Always quoting the rulebook does not make good cocktail conversation. But these oracles of law and order can have a creative side… in a manner of speaking.

 

Radio listening continues upward trend
Between tradition and the Web

Ahead of the semi-annual AG.MA German radio audience results top line figures show daily listening at 80.2% of the population, up from 79.6% in the previous survey. Time spent listening Monday through Friday remained 3 hours and 19 minutes daily.

Listening in all age groups was up over the previous survey. The most prolific German radio listeners are between 30 and 59 years, 85.1% listening daily, up from 84.3%. Persons 50 years plus are also big radio users, 81.7% listening daily, up from 81.4%. The 14 to 49 age group much loved by German ad buyers also passed the 80% threshold, 80.1% listening daily, up from 79% on the previous audience survey.

“Radio’s reach has grown steadily for years, especially with young target groups,” said AG.MA chief Dieter Müller in a statement (July 11). “The current rise in radio usage by 10 to 29 year-olds by 0.6% to 72.1% confirms the upward trend of the medium in this target group since 2010, an increase of almost three percent.” The ever so complete survey details will be released July 17. (See more on media in Germany here)

Young Germans are, however, thoroughly attached to new media, reported a University of Leipzig study of the media habits of teens. For music 93% of teenagers go to the Web. “YouTube is actually heard, not watched,” says the study’s author Bernd Schorb, quoted by n24.de (July 1). Among the 12 to 19 year olds surveyed 38% described themselves as musicians.

The German attachment to traditional media – specifically radio and newspapers – was noted by a YouGov survey for the Reuters Institute for the Study of Journalism at the University of Oxford, released earlier this week (July 9). (JMH)

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