30. 12. 2005

NEW RADIO AUDIENCE MEASUREMENT

BELGRADE, December 30, 2005 – Radio B92 is the only larger radio station in Serbia with the increase of the listening rate in this year’s radio audience measurement. The latest survey on radio ratings was carried out by the Strategic Marketing (SMMRI) and the IREX ProMedia, an US organisation that supports media development in Serbia. According to the results of the survey, the “B92” is by far the most popular radio station in Belgrade. The station however occupies second position, right behind Radio Belgrade, on the entire territory of Serbia. Thus, the tradition of B92, as the most popular radio stations in Belgrade, still continues. Even 23.5 percent of surveyed listeners tune in on B92 frequency at least 15 minutes during the day, which is by 7 percent more than the runner-up, Radio S. Survey Coordinator Darko Brocic from the Strategic Marketing says Radio B92 has the biggest share in the total audience share in Belgrade. “B92 is in first place with 13.9 percent, runner-up is Radio S with 8.32 percent. B92 has an increase in share in comparison to the previous year, when it was 12.82 percent. Radio S has also recorded an increase in share from 7.95 percent last year to 8.36 percent this year. Radio Pink is positioned third with 7.13 percent, which is less than in October last year.” Brocic says the reason for Radio Belgrade taking only 5 percent of total audience share in Serbia is the great number of radio stations, between 500 and 1.000. Radio B92 comes second in the number of listeners in Serbia, right behind Radio Belgrade. “Total weekly audience share of Radio Belgrade is 805.000 listeners, while B92 has 550.000 listeners.” The survey on listening to radio programs was carried out in October 2005, on the territory of Serbia without Kosovo, with around six thousand respondents of both sexes between 10 and 70 years of age, of various education and qualifications.