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.
As principais conclusões da pesquisa incluem:
- Daily reach has increased from 58.7% in 2022 to 60.3% in 2023.
- Alcance semanal 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.
- Ouvir podcasts 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%.
A Nielsen atribui a resiliência da audição de rádio a uma série de fatores, incluindo o lançamento de novas estações, a crescente disponibilidade de plataformas digitais e o uso de dispositivos pessoais de audição.
“Radio is still a powerful medium that resonates with Norwegians of all ages,” said Ragnhild Herlofsen, Audience Measurement & Market Leader at Nielsen Norway. “The stability in listenership and time spent listening is a testament to the enduring appeal of radio.”
A Nielsen também anunciou que começou a implementar os wearables Nielsen PPM em seu painel na Noruega. Essa transição marca um importante passo à frente na medição de rádio, fornecendo um novo design que está mais alinhado com as tendências atuais de uso de tecnologia e espera-se que aumente a conformidade. Além disso, esses dados permitirão que as agências de mídia e os anunciantes tomem decisões mais informadas sobre suas campanhas de rádio.
“The transition to Nielsen PPM wearables is an important step forward for radio measurement,” said Ragnhild Herlofsen. “These new meters are smaller and more aligned with today’s 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.”
A pesquisa da Nielsen também constatou que os gastos totais com publicidade em rádio na Noruega permaneceram estáveis em 2023, com uma leve queda de 0,8%. No entanto, houve crescimento em algumas categorias, incluindo medicamentos/saúde, detergentes/limpeza, higiene/cosméticos, fmcg e finanças/seguros. As categorias que diminuíram foram vestuário/têxtil, energia/gás, indústria da construção, informações/serviços e viagens/transporte.
No geral, a pesquisa mostra que o rádio continua sendo uma força forte no cenário da mídia norueguesa. Com seu crescimento contínuo de ouvintes e gastos com publicidade, o rádio está bem posicionado para continuar a desempenhar um papel significativo na vida dos noruegueses por muitos anos.
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