Stable Radio Listening Figures since September
Radio listening numbers presented today by the Norwegian Media Authority (NMA) show an overall stable development since September for the national channels.
The proportion listening daily to national radio has increased from 61,4% in October to 62,2% in November. This represents a marginal increase of 0,8% last month. Listening has been relatively stable between September and November and stays 6,7% below same period in 2016.
– The decline in radio listening since 2016 has been expected, says NMA Director Mari Velsand. – We foresee a stabilisation in radio listening through 2018 when the radio switchover is completed. It seems natural for the radio listening to take some time to stabilise after such a major transition. Any verdict for the radio switchover would therefore be premature at the time being.
Relatively stable development for Traditional Channels last month
In the October report for radio listening numbers, the NMA highlighted the tendency for traditional national channels to lose listeners to other national channels. There have been no major changes for the traditional national channels between October and November and a relatively stable listening development.
Since last month, traditional channels have experienced a listening decrease of 0,4 pp while other national channels have seen an increase of 1,2 pp. The proportion listening to new channels has increased from 23,1% to 31,6% between November 2016 and November 2017. Traditional channels show a corresponding 62,5% to 48,8% decrease.
NRK declining – P4 increasing
When looking at the channel groups collectively NRK is still experiencing the largest decline compared to the same period last year. NRK is down from 49,4% in November 2016 to 39% in November 2017. Between October and November this year the decrease is 0,9 pp.
The P4 Group experience a decline from 27,6% in November 2016 to 26,8% in November 2017. Meanwhile, the last month has seen an increase of 1,9 pp. A steep incline in the listening figures for P7 Klem, changing their profile to Christmas Channel P7 Klem this November, may be one of the reasons for this increase.
– One of the consequences of radio digitization is that there no longer are content requirements for radio distributor permission. Thus, the radio channels may alter their profiles temporarily in accordance with national holidays or major arrangements, says Velsand.
Growth for Local Radio on FM
Most local radios are not covered by the PPM data that the NMS publishes today. Listener figures for local radio are measured quarterly, not each month like the figures presented above. Listener figures for local radio for the third quarter of 2017 were presented by Kantar Media in October, while figures for the fourth quarter of 2017 will be presented in January 2018.
According to Kantar Media, most analysed local radios stations have a stable development or growth, and overall listening growth for the analysed stations is up ten percent from the third quarter of 2016 to the third quarter of 2017.
Main Points in the Radio Listening Survey
(pp. = percentage points)