The just-released RADIOTEST for the first half of 2015 confirms the leading role for the ORF radio fleet, which together has a market share of 73 percent and around five million listeners every day. Thus, even 20 years after the launch of the first private radio stations, ORF radio stations still account for more than seven out of every ten minutes listened to. The relevance of radio as a medium continues unabated, and the average daily listening time increased slightly by two minutes compared with the first half of 2014, to a total of 193 minutes.
ORF radios are strong brands that continue to grow: both nationally and regionally. With the diversified offer of market leader Hitradio Ö3, radio FM4, Österreich 1 and the ORF regional radio stations, the ORF programs achieve a daily reach of 65.6 percent and are the strong and reliable partner for efficient campaigns of the advertising industry," emphasizes Richard Grasl, Commercial Director of ORF, on the occasion of the current figures.
The market leader grows: Hitradio Ö3 further expands its pole position
Austria's most listened-to radio station increased its market share to 32 percent in the overall population and achieved a market share of 41 percent in the 14- to 49-year-old age group. This positive development is particularly noteworthy against the backdrop that the market share of domestic private radio stations remained unchanged in the overall population in the first half of 2015. With a daily reach of 35.7 percent in the total population and more than 2.7 million listeners daily, Hitradio Ö3 reaches more listeners than all Austrian private radio stations combined, and three times as many as Kronehit, its biggest national competitor.
With its mix of service, information, entertainment and music, Hitradio Ö3 once again scores points with listeners and proves the undisputed reliability of the market leader, from whose strength ORF Enterprise customers benefit. With its journalistically designed full program, Hitradio Ö3 reaches more than 1.8 million people daily in the core target group of 14- to 49-year-olds and achieves a daily reach of 44.5 percent, making the station an unbeatable hit for national radio campaigns.
20 years of youth culture: birthday present for radio FM4
On its 20th birthday, ORF's cosmopolitan, bilingual youth culture station gave itself a present, increasing both its market share and its daily reach. In the 14 to 49 age group, radio FM4 increased its market share to four percent. In the overall population, the birthday boy was able to expand its daily reach to 3.9 percent, and in the 14- to 49-year-old age group, it enjoyed a gain to 6.2 percent. Nearly 300,000 Austrians listen to radio FM4 every day, 86 percent of whom are in the 14- to 49-year-old age group.
Customers of ORF Enterprise benefit from the loyal community that radio FM4 has built up over the past 20 years, making it a fixture in the Austrian radio landscape. Like no other station, the youth culture station stands for exquisite sounds and a cosmopolitan, young and affluent target group that appreciates programming outside the mainstream.
Austria 1: Top values for top quality
With a market share of six percent in the overall population, the multiple award-winning station is looking at a stable figure. The daily reach in the overall population in the current RADIOTEST is 8.3 percent, which means about 630,000 listeners daily. In the over-35 age group, Austria 1 achieved an impressive daily reach of 11.0 percent. With its sophisticated programming, Österreich 1 reaches an equally sophisticated and sought-after target group.
ORF regional radio stations: Nine market leaders score with regional expertise in the provinces
With a daily reach of 30.3 percent, the nine ORF regional radio stations account for about 2.3 million listeners a day, and together they have a market share of 34 percent. This strong performance makes the nine stations market leaders among regional stations in the overall population of their states. In Austria's southernmost province, ORF-Radio Kärnten was able to increase both its market share and its daily reach, thus standing out in a particularly positive light.
With a daily reach of around 2.3 million people, ORF's nine regional radio stations reach more listeners every day than all domestic private radio stations combined. The respective ORF regional radio station has a higher market share than the strongest private radio station in the respective province.
A short trip from Lake Neusiedl to Lake Constance provides an impressive overview of the strong market shares of ORF's regional radio stations in each state:
ORF's regional radio stations are the strong partner for regional radio campaigns, offering attractive opportunities for targeted advertising in all nine federal states and benefiting from the power of the regional market leaders.
With ORF radios you book success!
Twenty years after the launch of the first private radio stations, ORF's radio fleet accounts for nearly three-quarters of listening time, delighting an audience of about five million Austrians every day. The strong brands and high-quality journalistic programming of ORF's radio stations are the guarantee for reliable performance. For more information on the successes of ORF's radio fleet in the current RADIOTEST for the first half of 2015, go online to enterprise.ORF.at.
Source: ORF-Enterprise newsletter, 23.07.2015