Growth in listening figures for local radio has stagnated
The strong growth in local radio listening after the FM switch-off has come to a halt. This is clear from new listening figures presented by the Norwegian Media Authority. – Over the past six months, the population share of daily listeners for local radio has declined by 1.5 percentage points, says Mari Velsand, Director general of the Norwegian Media Authority.
October 22th 2018
Compared to the first quarter of the year, fewer people are listening to local radio in most areas of the country, with the exception of the three northernmost counties. The greatest decline is seen in Switch-off Region 2 (Trøndelag and Møre og Romsdal), where the share of daily listeners for local radio has dropped by 4.1 percentage points. In Switch-off Region 4 (Southern and Western Norway), the decline is 1.8 percentage points, while Switch-off Region 3 (Telemark, Buskerud, Hedmark and Oppland) have experienced a decline of 2 percentage points. The development in the Oslo area (Switch-off Region 5) is relatively stable, with a decrease of 0.8 percentage points.
However, the three northernmost counties continue to experience an increase in the number of local radio listeners. The increase in Switch-off Region 1 (Nordland) is 1.2 percentage points since the first quarter of the year, while the increase in Switch-off Region 6 (Troms and Finnmark) is 2.8 percentage points.
Most significant increase in Finnmark after FM switch-off
After the FM switch-off in 2017, local radio experienced a significant increase in the number of listeners. Compared to the third quarter of 2016, local radio has increased its overall share of daily listeners in Switch-off Region 2 (Telemark, Buskerud, Hedmark, Oppland), Switch-off Region 1 (Nordland) and Switch-off Region 6 (Troms and Finnmark). The greatest increase during this period has been in Troms and Finnmark, where the total population share of daily listeners for local radio has increased from 7.9 to 14.5 percent. This corresponds to an increase of no less than 84 percent from the third quarter of 2016 to the third quarter of 2018.
In the other counties in Norway, local radio has had a drop in daily listeners compared to 2016.
Development in national radio listening on the regional level
Changes to the share of daily listeners for national radio on a regional level varies in most counties by up to 2 percentage points when comparing the number of listeners from the first to the third quarter in 2018. The exceptions are Switch-off Regions 1 (Nordland) and 2 (Troms and Finnmark), where NRK has experienced a decline of 5.2 and 3.6 percentage points compared to the first quarter, and Switch-off Region 4 (Southern and Western Norway), where the P4 Group and Bauer Media have increased their share by 2.6 and 2.3 percentage points.
The listening figures presented today by the Norwegian Media Authority were prepared by Kantar Media and are part of the Consumer & Media study conducted quarterly. This study shows listener figures for local radio and for national radio on a regional level.
Overview of listening figures from NMA 3th quarter 2018
Overview radio coverage from Kantar Media (excel)
Main developments - percentage of daily local radio listeners
||First quarter of 2018
||Third quarter of 2018
|2. Trøndelag, Møre og Romsdal
|3. Telemark, Buskerud, Hedmark, Oppland
|4. Sogn og Fjordane, Hordaland, Rogaland, Agder counties
|5. Østfold, Vestfold, Oslo, Akershus
|6. Troms og Finnmark
For more information, please contact and
Overview of listening figures from NMA - September 2018
Overview of listening figures from NMA - March 2018
Overview weekly radio coverage from Kantar Media (excel)
Overview of listening figures from NMA - January 2018
Overview of listening figures from NMA - 4th quarter 2017
Press release 4/2018: Stable development in national radio listening in 2018
Press release 3/ 2018: New Listening figures for local radio shows increase
Press release 2/ 2018: The decline in radio listening on national channels has stopped
Pressrelease 1/2018: Continuous decrease in radio listening for national channels – but increase for NRK in January
Pressrelease 4/2017: Local Radio Listening Up by 20 Percent
Pressrelease 3/2017: Significant Change in Radio Listening Habits after Digital Switchover
Pressrelease 2/2017: Stable Radio Listening Figures since September
Pressrelease 1/2017: Decline in Radio Listening Figures after the Digital Switchover