Romanian radio audience sinks as fewer people tune in
The number of people tuning in to radio in Romania has dropped during the last period. The most listened station was Radio Zu, while Info Pro Radio has doubled its audience this summer, IMAS and Mercury Research shows in the latest Radio Audience Rating Research.
The total number of radio listeners continued to decrease. However, the audience of some radio stations has grown in this year’s summer, compared with the summer of 2009. Therefore, a significant increase in its radio listeners has been seen for Info Pro, which reached 16.000 people with a share of 1.3 percent, in comparison with 8.700 listeners and a share of just 0.3 percent , as it had in the summer of 2009.
When it comes to Bucharest, Radio Zu is on top of the charts with 233.400 listeners and a share of 11.7 percent, in a slight decrease compared to the summer of 2009, when it enjoyed 276.400 listeners and a share of 15.2 percent. Radio Zu is followed by Radio Romania Actualitati, which had 220.600 listeners and the biggest marked share of 20.1 percent. Thus, Radio Romania Actualitati has grown since the summer of 2009 when the main Public Radio station had 197.100 listeners and a share of 15.7 percent.
The third place in the Bucharest charts is occupied by Kiss FM with 212.200 listeners and a share of 11.7 percent, but down compared to last year’s summer, when the audience was formed of 213.600 listeners and a share of 10.1 percent The Bucharest charts continue with Radio 21 which has 106.500 listeners, Magic FM with 91.400 listeners, Europa FM with 88.900 listeners, Vibe FM with 76.200 listeners, and Romantic FM with 75.700 listeners, Pro FM with 69.500 listeners and One FM with 45.500 listeners.
The study of Radio Audience made by IMAS – Marketing and Research SA and Mercury Research SRL, has measured the radio audience on an urban level and in the city of Bucharest. The Radio stations’ audience measurement within SAR has been made using of the “Day After Recall” method, with interviewees remembering what they had listened to the previous day. The survey was carried between May 10 and August 15.
Alina Andriescu
