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.
I principali risultati della ricerca includono:
- Daily reach has increased from 58.7% in 2022 to 60.3% in 2023.
- Portata settimanale 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.
- Ascolto dei 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 attribuisce la ripresa dell'ascolto radiofonico a una serie di fattori, tra cui il lancio di nuove stazioni, la crescente disponibilitร di piattaforme digitali e l'uso di dispositivi di ascolto personali.
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 ha inoltre annunciato di aver iniziato a implementare i wearable Nielsen PPM nel suo panel in Norvegia. Questa transizione segna un importante passo avanti nella misurazione radiofonica, fornendo un nuovo design piรน in linea con le attuali tendenze dell'usura tecnologica e dovrebbe aumentare la compliance. Inoltre, questi dati consentiranno alle agenzie media e agli inserzionisti di prendere decisioni piรน informate sulle loro campagne radiofoniche.
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
La ricerca di Nielsen ha inoltre rilevato che la spesa totale per la pubblicitร radiofonica in Norvegia รจ rimasta invariata nel 2023, con un leggero calo dello 0,8%. Tuttavia, si รจ registrata una crescita in alcune categorie, tra cui farmaci/salute, detergenti/pulizia, igiene/cosmesi, fmcg e finanza/assicurazioni. Le categorie in calo sono state abbigliamento/tessile, energia/gas, edilizia, informazione/servizi e viaggi/trasporti.
Nel complesso, la ricerca mostra che la radio rimane una forza forte nel panorama dei media norvegesi. Grazie alla continua crescita degli ascolti e della spesa pubblicitaria, la radio รจ ben posizionata per continuare a svolgere un ruolo significativo nella vita dei norvegesi per molti anni a venire.
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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 e Instagram).
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