CIM Radio Report 2014 Wave 3 - 18-54 y.o

CIM RADIO : Results evolution 3 Cumulated waves results for 2014 – March 2015 - 18-54 y.o.

• Global trends :

• The cumulated waves for 2014 show a declining reach on this target for theSouth only. It increased by 0,3% in the North.

• Radio is more listened in the North than in the South in terms of averageduration (North average of 4h30min per day vs 3h20min in the South).

• Home is the place where radio is the most listened (40,5% in the North &47,4% in the South). Classical radio transistor is the device that most of the18-54 listen to, before the auto radio and the TV set (used as a radio tuner).

Executive summary on 18-54

• Main trends in terms of stations :

• is the first station in the North (21,5% audience share) followed by(20,6%) and (13%).

• Wave 2014-1+2+3 vs Wave 2013-3 2014-1+2 :

• Increasing : (+7,1%), (+3,9%), (+1,9%) & (+1,5%).

• Stable : .

• Decreasing : (-6,9%), (-5,6%) & (-3%).

• Main trends in terms of stations :

• N°1 (21,1% audience share) followed by (12,5%) and (11,8%) at the third position.

• Wave 2014-1+2+3 vs Wave 2013-3 2014-1+2 :

• Increasing : (+9,5%), (+6,6%), (+5%).

• Decreasing : (-13%), (-10,8%), (-8,3%), (-4%), (-3%), (-1,7%).

METHODOLOGY REFRESH

Methodology refresh

• GFKStudy

institute

• 3 waves/yearFieldwork frequency

• +/- 8.000 individuals 12+ living in Belgium

• Selection at random based on INS adresses

• Face to face interviews / CAPI at homeSample

• Socio-demo / Products / Listening habits : during interview

• Radio audiences (at least 10 minutes), one week listeningdiary (8 days for the respondent) on paper or on web

Deliverables

• By wave : audiences at national/provincial stations

• For any analysis, 3 cumulated waves should beconsidered for robust stastistical issue

Results

Methodology refresh

Recruitment : socio demo : products : listening habits frequency

• From 31/03/2014 to 22/06/2014

• 8.083 interviewedpeople

Diaries fill-up period

• From 29/03/2014 to 28/06/2014

Return of diaries

• Filled diariesaccepted until16/07/2014

• 5.534 returneddiaries

• 5.421 valid diaries

• The three waves were cumulated in the analysis:

• Wave 2014-1 : 8.075 respondants (weights 20% of the total extrapolation)

GLOBAL RESULTS

Flat reach in both regions

Radio audiences are slightly increasing in the North (+0,3%). Whereas it is decreasing by 0,1% in the South –

total reach.

Source : CIM Radio, Target 18-54, 06:00-20:00, Wave 2014-1+2+3

4h30 in the North / 3h20 in the South

• Belgian people from 18-54 y.o listen to the radio 4h30min per day in average in the North and 3h20min in

the South. These performances are rather stable compared to the previous waves.

Home is the place to listen to radio270 minutes/day North & 200 minutes/day South

• The highest share of listening time spent remains at home, followed by the place of work in the North and

the car in the South of our country.

Smooth decline all day long

• On average, the Wave 2014-1+2+3 rating curve is above the previous one (Wave 2013-3 2014-1+2) but

below the two first cumulated waves.

• Decreasing audiences in the South compared to the previous waves.

Maintain off prime audience

RESULTS BY STATION

10,8%21,5%

Others8,2%

Top 3 :

Contact (21,1%)

Nostalgie (12,5%)

Bel RTL (11,8%)

Strong battle in the North, RTL Group leads in the South

Top 3 :

Q-music (21,5%)

Studio Brussel (20,6%)

MNM (13%)

12,5%9,6%

Others13,3%

• Q-music reaches the top in the North of the country.

• Contact performed well and is N°1 ahead of Nostalgie.

Studio Brussel & Q-Music compete fiercely

• Wave 2014-1+2+3 vs Wave 2013-3 2014-1+2 :

• Increasing : Top Radio (+7,1%), Q-music (+3,9%), Joe FM (+1,9%) & Radio 1 (+1,5%).

• Stable : Studio Brussel.

• Decreasing : Radio 2 (-6,9%), Nostalgie NL (-5,6%) & MNM (-3%).

Private stations remain dominant in the South

• Wave 2014-1+2+3 vs Wave 2013-3 2014-1+2 :

• Increasing : La Première (+9,5%), Contact FR (+6,6%), Nostalgie (+5%).

• Decreasing : Fun Radio (-13%), Classic 21 (-10,8%), Pure FM (-8,3%), NRJ (-4%), VivaCité (-3%),

Bel RTL (-1,7%).

• The majority of the volume audience is generated in the morning even if it is clear that radio remains an

“on-media” all day long.

Radio is an all day companion

• Except for Radio2 whose audience’s volume is generated mostly before lunch, most of the radio stations

show a constant reach the whole day.

• Radio1 collects its audience mostly thanks to its news (morning & end of the day).

Morning time generates most of the volume

• Audience volume is generated mostly before lunch with a second peak during drive-time at the end of

the day.

• Musical stations like Contact, Nostalgie, Classic21, PureFM and Fun Radio are ‘accompanying all day on’

stations.

• Proximity Radio like Vivacité generates the most of its volume before lunch time.

• News radio such as La Première generates two peak times clearly driven by news editorial.

Morning time generates most of the volume

RADIO TRENDS

Total free users :

2 750 000

Reach (online pop) :

Average time spent/day :

136 min

55%45%

Users by region*:

Spotify

Age breakdown

*January 2015 (desktop) Spotify internal data

Spotify Desktop VS Mobile

*January 2015 Spotify internal data

Desktop Mobile

Monthly Unique

Visitors 38 000 466 000

Average Daily

visitors 2 000 145 000

Reach (online pop)

1,3 % 7%

Spotify’s mobile audience experienced an explosive growth along with the

desktop.

This multi-device experience can help advertisers reaching their audience

anywhere and anytime.

• Targeting by age, gender, location, time and genre.

• Branded content: video, audio or rich content that showcase a brand alongside musicand invite engagement.

• Cross-media partnerships : Spotify’s toolkit powers listening experience across the web and can amplify a brand existing partnership.

• Support concerts or events to enrich the consumer experience.

Spotify

Audio Leaderboard Homepage takeover Billboard

Video on desktop/mobile (test phase)

Source : Spotify - January 2015 data

Radio spotRadio

technologyidentification

Online campaignactivation

Increaseonline

conversion rate

• It is a voice recognition technology that allows to synchronize offline radiocampaigns with online campaigns.

• The aim is to increase the online conversion rate for advertisers.

Radio Synchronized

RADIOS & SOCIAL NETWORK

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CIM Radio Report 2014 Wave 3 - 18-54 y.o

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