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.
研究的主要结果包括
- Daily reach has increased from 58.7% in 2022 to 60.3% in 2023.
- 每周覆盖范围 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.
- 收听播客 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%.
尼尔森将广播收听率的恢复性归因于多种因素，包括新电台的推出、数字平台的日益普及以及个人收听设备的使用。
“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.”
尼尔森还宣布已开始在挪威的面板中采用尼尔森PPM可穿戴设备。这一转变标志着广播测量向前迈出了重要一步，提供了一种更符合当前技术佩戴趋势的新设计，并有望提高合规性。此外，这些数据将使媒体机构和广告商能够就其广播营销活动做出更明智的决策。
“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.”
尼尔森的研究还发现，挪威的广播广告总支出在2023年将持平，略微下降0.8%。不过，部分类别的广告支出有所增长，包括医疗药品/保健、洗涤剂/清洁、卫生/化妆品、食品和饮料以及金融/保险。下降的类别包括服装/纺织、能源/天然气、建筑业、信息/服务和旅游/交通。
总体而言，研究表明，广播在挪威媒体领域仍然是一支强大的力量。随着收听率和广告支出的持续增长，广播已做好充分准备，在未来许多年里继续在挪威人的生活中发挥重要作用。
关于尼尔森
Nielsen shapes the world’s 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 audiences—now 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 (推特, LinkedIn, 在 Facebook 上 和 Instagram).
新闻联系人
尼尔森
Roberta De Martino, Senior Manager Communications, EMEA
roberta.demartino@nielsen.com
