The radio medium is not in crisis. Despite the emergence of music listening platforms and thousands of Youtube channels, 43 million French people listen to the radio. The average listening time is 2 hours 51 minutes according to mediametric figures. The French prefer the radio for the diffusion of music. So how are media agencies adapting to this rapidly changing channel, what are the new challenges for content creators?
The radio offer is segmented into 4 main programmes
According to Médiamétrie’s survey of radio audiences in France in November and December 2018: music programmes represent 38.5% of the cumulative audience, generalist programmes reach 37.3%, local programmes 19.2% and thematic programmes 13.4%.
On average, a listener listens to 1.8 stations on one day and 3.4 stations over 3 weeks.
What attracts listeners to the radio medium is that it can be listened to all the time and everywhere. 49.7% of listeners listen to the radio at home. 31.4% in the comfort of their car. 16.1% at their workplace and 2.8% in other places.
As for the under 35s, 46.2% listen in their cars, 27.2% at work, 22.9% at home and 3.7 elsewhere.
Radio has been able to adapt to the arrival of the Internet and has become an ultra-connected medium. 33.9% of internet users aged 15 and over listen to internet radio at least once a month. 23.7% of them listen to it live and 17.4% use the replay service of streaming and podcasting.
70% of listeners feel confident in this medium.
Refined segmentation for better targeting
Audience measurement tools enable the creation of segmentations that will allow media agencies like SCP Group to meet the challenge of proposing advertorials that perfectly match their targets.
Indeed, the under 35s do not have the same concerns, desires and needs as the CSPs over 50. Mediametric statistics represent a gold mine for professionals in the sector. A well thought-out and relevant editorial and content strategy will enable them to obtain a very interesting return on investment.
The advertising agency must then keep a watchful eye on the trend subjects that preoccupy each target. This monitoring will enrich the universe and the story you want to create around your products and services. The radio ad spot is special because its format must be short, quickly understandable.
