Oslo, Norway- 5.2.24 – Nielsen, a global leader in audience measurement, data, and analytics, today released its latest radio listening trends for Norway. The research, which provides insights into daily and weekly reach, time spent listening, and the most popular radio stations, highlights the enduring popularity of radio among Norwegians.
Temuan-temuan utama dari penelitian ini meliputi:
- Daily reach has increased from 58.7% in 2022 to 60.3% in 2023.
- Jangkauan mingguan has increased from 83.3% to 84.1% in the same period.
- Daily time spent listening among the population has increased from 82 minutes to 83 minutes.
- Public radio network NRK continues to be the most popular radio station in Norway, with a market share of 64.9% among listeners aged 10 and older.
- The most popular 15-minute interval for radio listening is between 9:45 am and 10:00 am.
- FMCG is the largest category among Norwegian radio advertisers in 2023, accounting for over 60% of the spending of the top 10 radio advertisers.
- Mendengarkan podcast is also on the rise in Norway, although the growth appears to be slowing down. The research shows that daily podcast listening has increased from 11% in 2022 to 14% in 2023, and weekly listening has increased from 37% to 39%.
Nielsen mengaitkan ketahanan mendengarkan radio dengan sejumlah faktor, termasuk peluncuran stasiun-stasiun baru, meningkatnya ketersediaan platform digital, dan penggunaan perangkat pendengar pribadi.
โRadio is still a powerful medium that resonates with Norwegians of all ages,โ said Ragnhild Herlofsen, Audience Measurement & Market Leader at Nielsen Norway. โThe stability in listenership and time spent listening is a testament to the enduring appeal of radio.โ
Nielsen juga mengumumkan bahwa mereka telah mulai mengimplementasikan perangkat yang dapat dikenakan Nielsen PPM ke dalam panelnya di Norwegia. Transisi ini menandai langkah penting dalam pengukuran radio, memberikan desain baru yang lebih sesuai dengan tren pemakaian teknologi saat ini dan diharapkan dapat meningkatkan kepatuhan. Selain itu, data ini akan memungkinkan agensi media dan pengiklan untuk membuat keputusan yang lebih tepat tentang kampanye radio mereka.
โThe transition to Nielsen PPM wearables is an important step forward for radio measurement,โ said Ragnhild Herlofsen. โThese new meters are smaller and more aligned with todayโs wearable technology trends. Data so far indicate they can have a positive effect on meter use. Our goal is to provide as accurate and comprehensive measurement on radio listening as possible, in order to understand the listening habits of Norwegians.โ
Penelitian Nielsen juga menemukan bahwa total belanja iklan radio di Norwegia datar pada tahun 2023, dengan sedikit penurunan sebesar 0,8%. Namun, ada pertumbuhan di beberapa kategori, termasuk obat-obatan medis/kesehatan, deterjen/kebersihan, kebersihan/kosmetik, FMCG, dan keuangan/asuransi. Kategori yang mengalami penurunan adalah pakaian/tekstil, energi/gas, industri bangunan, informasi/jasa, dan perjalanan/transportasi.
Secara keseluruhan, penelitian ini menunjukkan bahwa radio tetap menjadi kekuatan yang kuat dalam lanskap media Norwegia. Dengan pertumbuhan pendengar dan belanja iklan yang terus meningkat, radio memiliki posisi yang tepat untuk terus memainkan peran penting dalam kehidupan masyarakat Norwegia di tahun-tahun mendatang.
Tentang Nielsen
Nielsen shapes the worldโs media and content as a global leader in audience measurement, data and analytics. Through our understanding of people and their behaviors across all channels and platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their audiencesโnow and into the future. Nielsen operates around the world in more than 55 countries. Learn more at www.nielsen.com and connect with us on social media (Twitter, LinkedIn, Facebook dan Instagram).
Press Contact
Nielsen
Roberta De Martino, Senior Manager Communications, EMEA
roberta.demartino@nielsen.com
