09. 03. 2007

SURVEY ON LISTENING OF RADIO PROGRAMS ON THE TERRITORY OF SERBIA

REALIZATION: Strategic Marketing & media research institute

INTRODUCTION

• Survey, the most important results of which are presented in this report is the eight in row, and the biggest so far survey on radio realized by Strategic Marketing /SMMRI/ (the first one was realized in May 1998). The aim of all these survey was to measure the auditorium of the most important radio stations in the country, to measure the auditorium of radio stations – ANEM members, and the rebroadcasters, as well as to ascertain the most important attitudes concerning listening of radio programs and programs in general.
  
• All presented data were obtained on the basis of Diary which was kept by a total of 8272 respondents from the territory of Serbia without Kosovo (population aged between 10 and 70 years). Respondents kept the Diary for 7 days (from 20th to 26th October 2003). Evidence about listening of programs was kept at 15-minute intervals. Besides the Diary the respondents also answered an additional questionnaire with general type questions related to listening of radio program.

Belgrade, December 2003.

THE MOST IMPORTANT SURVEY RESULTS

• Radio stations – ANEM members were listened for 73 minutes a day on the average (one year ago - 72 minutes).
  
• For the first time since the beginning of measurements of radio audience ANEM occupies the first position on the level of the entire country, both from the aspect of total weekly audience, and the share in radio audience. Namely, 1. program of Radio Beograd had a lesser weekly audience than ANEM radio stations by circa 92.000 listeners (according to previous survey the listeners of Beograd 1 exceeded by 145.000 the listeners of ANEM network. Program of state radio was listened to for a shorter period (averagely 63 minutes a day). Besides that, share of ANEM radio stations in total radio audience exceeds the share of the 1. program of Radio Beograd (8,4% against 6,6%). According to previous survey the Share of Beograd 1 was 7,6%, and of ANEM 7,9%.
  
• These data should be added by a fact that total weekly audience of rebroadcasters (radio stations which rebroadcast some ANEM programs) is circa 300.000 listeners, with share of 1,9% in total radio audience.
  
• Observed by the regions, the biggest number of listeners of radio stations – ANEM members live on the territory of Central Serbia - 43,17% of total audience of ANEM, then on the territory of Vojvodina (29,49%) and finally on the territory of Belgrade city (27,34%). 72% of ANEM listeners live in urban settlements, and28% live in other types of settlements (suburban and rural). More than one half of listeners of ANEM radio stations are above 40 years old.
  
• Among radio stations – ANEM members the biggest individual share in ANEM audience is the share of Radio B-92 (43,12%), which is followed by Radio 021 from Novi Sad (together with Multiradio) - 7,3%, Radio Subotica (programs in Hungarian and Serbian combined) - 6,59, Radio Sombor 1 and 2 - 4,24%, Radio Kragujevac 1 and 2 - 3,78, Radio Pirot - 3,62%, Radio Kraljevo 1 and 2 - 3,27%, Radio Užice 2,97%, Radio City from Niš 2,7%, Radio Patak from Valjevo - 2,56%, Radio Cacak 1 and 2 - 2,41%, Radio Petica from Niš - 2,4%, Radio Pancevo 2,12%, etc.
  
• Among radio stations – ANEM members, Radio B-92 had the biggest weekly number of listeners (circa 554,000 listeners), followed by Radio Petica from Niš (circa 61,000), Radio 021 from Novi Sad (circa 58,000), Radio Užice (circa 48,000), Radio Pirot (circa 45,000), Radio Kraljevo 1 (circa 44,000), Radio City from Niš (circa 44,000), Radio Sombor (circa 42,000) etc. At the bottom of the list are the radio stations from municipalities with small number of inhabitants, that is, the stations with relatively small technical reach.

SEE GRAPHICAL REPRESENTATION OF RESEARCH RESULTS (ppt)