[A-DX] Fw: [dxld] Austria - ORF Listening Drops, Commercial Stations Surge

["Wolfgang Bueschel" <BueschelW@xxxxxx>]

sicherlich gibt es das auch in Deuuutsch. 73 wb

----- Original Message ----- 
From: "Mike Terry" Sent: Sunday, July 25, 2010 11:05 PM
Subject: [dxld] Austria - ORF Listening Drops, Commercial Stations Surge

> followthemedia.com
> By Michael Hedges
> July 26, 2010
>
> In almost every market, recent radio ratings have shown significant
> changes.
> Audiences, it appears, have become unpredictable. Programmers and media
> buyers will have much to think about over the summer.
>
> Austria's GfK Radiotest audience survey for the first half 2010 shocked
> some
> observers as overall listening dropped to 81.4% of the population from
> 81.9%
> one year on. More interesting in the usually stable Austrian market was
> the drop in time spent listening to 194 average minutes from 198 minutes.
>
> Public broadcaster ORF remains the dominant Austrian radio broadcaster.
> Nationally, the ORF market share (persons 10 years and older) dropped to
> 69.9% from 70.8% one year on. Pop music channel Ö3 dropped to 37.2% market
> share nationally from 37.6%. Regional network Ö2 dropped in aggregate
> market
> share to 34.1% from 34.6%. Culture channel Ö1 dropped to 8.6% market share
> from 9.1%.  All bad news for the public broadcaster?
>
> Hardly. FM4, the multi-lingual, slightly experimental radio channel, saw
> its
> market share nationally rise to 3.9% from 3.7% one year on. The ORF market
> share by province ranges from 79.5% (Burgenland) to 59.4% (Vienna).
>
> However,
> aggregate market share for ORF channels was lower in all provinces but
> Burgenland. In Salzburg and Tirol the aggregate ORF market share dropped
> significantly. Ö3's market share ranged from 40.6% (Tirol) to 29.8%
> (Vienna), increasing only in Oberosterrich and Vienna. Ö2 regional
> channels
> increased market share in Kärnten (44.1%) and Steiermark (36.3%). The ORF
> press release (July 23) made a point of mentioning the 81 private radio
> competitors clawing it its market shares.
>
> The Austrian government was the last in Europe to allow private
> broadcasting. Tradition and the imposing strength of ORF have made
> formidable competition for commercial stations. Only recently has a
> licensed
> national commercial channel developed. Kronehit, once a regional station,
> saw its national market share rise to 8.3% from 6.8% one year on. In
> Vienna, Kronehit's market share rose to 6.9% from 5.1%.
>
> Competition in Vienna has been particularly fierce, with more radio
> channels, more attention and, of course, more money. Aggregate reach is
> stable at 75.2% with time spent listening falling slightly to 168 average
> daily minutes. ORF channels dipped slightly to 59.4% aggregate market
> share
> from 60.0% mostly on the weakness of Ö1, which dropped to 11.7% from
> 12.5%.
>
> Aside from Kronehit's ratings increase, other private stations' results
> were
> mixed. Radio Energy increased to 6.7% market share from 5.8% year on year.
> Radio Arabella and Radio 88.6 both fell nationally to 8.7% and 6.3%,
> respectively.
>
> Other private stations fared well in the provinces. In Steiermark, where
> total reach rose to 84.4% from 82.8%, Antenne Steiermark reach its highest
> market share ever, 17.8% from 16.7% one year on. Aggregate market share
> for private radio stations rose in each of the nine Austrian provinces.
>
> In the money demographic - persons 14 to 49 years - overall listening fell
> to 80.7% from 81.8% one year on. Some ORF channels shun advertising but
> not
> sponsorships. Time spent listening dropped to 197 minutes, the lowest
> since
> private stations were authorized. The aggregate national market share for
> ORF channels among persons 14 to 49 years dropped to 65.8% from 68.0% one
> year on.
>
> Ö3's national market share dropped to 47.6% from 49.2% one year on,
> dropping
> in each of the provinces. Regional network Ö2's aggregate markets share
> dropped to 20.7% from 21.9%, gaining only in Salzburg. FM 4, however, rose
> to 6.3% market share fro 6.0%, rising significantly in Vienna to 7.7% from
> 7.3%.
>
> Private stations, on aggregate, increased market share among listeners 14
> to
> 49 years to 32.9% from 30.7%. National channel Kronehit jumped to 12.1%
> from 10.0% year on year. In Vienna, Radio Energy rose to 10.5% from 8.8%.
> Antenne
> Steiermark, noted above, rose to 21.9% market share in Steiermark from
> 20.7% while Radio Grün-Weiss jumped to 7.5% from 5.3%.
>
> Public broadcasters dreaded the arrival of private, commercial
> competitors.
> Some watched as listeners abandoned legacy channels for new ones. Others
> saw
> under-funded commercial competitors stumble. The ORF, like many public
> broadcasters, is facing budget challenges. Long-term, however, private
> commercial radio broadcasters are proving to be quite resilient.
>
> http://followthemedia.com/numbers/radiotest26072010.htm

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