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ftm Radio Page - week ending February 15, 2019

Two public broadcasters; one grumpy, one happy
"warmth and enthusiasm"

Recently released last quarter 2018 CIM radio audience estimates for Belgium show, once again, the deep difference between the French and Dutch speaking regions. Both have big public broadcasters, big private radio owners as well as Nostalgie and NRJ. Digital transition is certainly aiding brand development.

In the French-speaking region (Wallonia) pop oldies channel Nostalgie remains on top as it has been for more than a year. 15.19% reach share share, up slightly year on year. Radio Contact (RTL) moved into second place, which it has occupied off and on, with 14.27% share, up from 12.65%.

Public broadcaster RTBF had a mixed result. Regional network VivaCité dropped to 3rd place, 13.24% reach share from 15.99% one year on. Classic rock music channel Classic 21 leapt into 5th place with 12.04% reach share, up from 8.48%. Main general interest channel La Première placed 6th with 7.12%, slight lower. Pop/rock channel PureFM was slightly up and classical music Musiq’3 sharply lower.

RTBF has complained about the CIM audience estimates for some time. Based on that, there will be changes to the CIM audience estimates methodology for the French-speaking part of Belgium, coming in the next wave. Until then, said an RTBF statement, they “distance themselves from these figures,” quoted by radiovisie.eu (February 9).

Hit music channel NRJ has not fared as well, holding 7th place but dropping to 5.05% reach share from 5.53%. NGroup operates the NRJ, Nostalgie and Cherie franchises in French-speaking Belgium. As it is a digital-only channel the “FM” is not attached to Cherie. (See Belgium French region audience estimates trend here in Resources)

Public broadcaster VRT continues to dominate the Flemish (Dutch speaking) radio audience, capturing 63.1% among its five channels. General interest regional network Radio 2 leads the market, as it has for years, with 30.23% reach share, slightly lower year on year. Alternative music Studio Brussel held 2nd place with 11.84% reach share, also slightly lower. Pop music channel MNM placed 4th, 9.58% reach share up from 9.04%. General interest channel Radio 1 was slightly lower at 7.64% reach share and classical music channel Klara was up noticeably, 2.68% reach share from 2.18%. Digital brand extension music-only oldies channel MNM Hits also gained. VRT radio director Els Van de Sijpe credited the “warmth and enthusiasm” of radio listeners. (See Belgium Flemish region audience estimates trend here in Resources)

Among private commercial radio broadcasters, Pop music channel Qmusic held 3rd place with 11.36%, slightly lower year on year. Pop oldies channel Joe FM, also owned by publisher/broadcaster Medialaan, placed 5th, 8.20% reach share from 8.77%. Mediahuis operates the Nostalgie and NRJ brands in Flemish Belgium. Nostalgie placed 7th, up slightly, and NRJ in the Flemish region is too new to rank.

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