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New Listening figures for local radio shows increase
Listening figures presented this week by the Norwegian Media Authority shows that the listener growth local radio has experienced after the digital switchover continues. Furthermore, in counties who had an early switch-off date, there is an increase in radio listeners.
Local radio has a listener growth in most counties in the first quarter (Q1) of 2018. The growth is strongest in the counties of Troms and Finnmark, where daily listeners on local radio has increased from 7.4 percent to 11.7 percent last quarter. In these counties the radio switchover was completed in December 2017. Daily listeners on local radio at a national level is 14.3 percent.
– The increase in listeners shows that local radio is an important contributor to media diversity, says Mari Velsand, Director General at the Norwegian Media Authority.
Largest growth in total radio listeners in the South and the West
In the western and southern counties, and in the counties that completed the radio switchover in the first half of 2017, there is a listener growth for both local radio and national radio in Q1 2018. The largest growth is in the western and southern counties, where daily listeners has increased from 55.5 per cent to 60.5 per cent last quarter.
Despite some decline – radio listening is stabilizing
In the areas that completed the radio switchover in Q4 2017, there is a decrease in the overall radio listeners, despite the fact that listeners to local radio is increasing. The decline is largest in the counties of Troms and Finnmark, where daily listeners has decreased from 67.4 per cent to 58.5 per cent since Q4 2017. In central eastern Norway, which also includes the capital of Oslo, daily listeners decreases from 58.0 per cent to 55.6 per cent in Q1 2018.
The Norwegian Media Authority has expected that radio listening will stabilize in 2018. National-level measurements in March showed a stable development with marginal growth on a national basis.
– The decline in the total radio listening that we saw right after the radio switchover is about to level out, as was expected. It may seem that radio listeners are now coming back in the counties that completed the radio switchover first, says Velsand.
The listening figures that the Norwegian Media Authority presents is based on data from Kantar Media.
For more information, please contact
Director General Mari Velsand
Senior Advisor Line Langnes line