Radio / day until here undervalued

The point of view of Andrė Ķēniņa:

Even research company Kantar TNS published the latest research data on the radio audience that have in some shocked measure the media industry. The study found that on average, a radio station in Latvia, in the population aged 16 to 74, reaches more than twice the proportion of the audience – if after the autumn 2017, on average, one station could reach 6.86% of the total. target audience in the age group of 16-74 years, according to the latest research data, a station reaches an average of 14.91% of this audience. This means that the average number of listeners per week (Reach%) for a radio station in Latvia has increased by 117.34%! In turn, 88% of the Latvian population aged 16 to 74 listens to the radio during the week, which represents an increase of 7.2% over the previous period in the autumn of 2017. The shock had a positive aspect, because in the end the radio played a big role in the media market, especially to reach the audience, as well as a bitter aftertaste, because nothing has changed, the radio has always been there in Latvia.

Over the past 23 years, research on radio literacy has used the "journal method" and finally in 2018 Kantar TNS introduced a new methodology to switch to telephone interviews and online surveys. The new survey methodology allows a more objective and detailed study of radio listening habits and allows to evaluate the place of small niche programs on the radio market, thus obtaining more accurate and complete data. on radio listening habits and radio space media. in the sector as a whole

According to current data from the media market, the radio industry was considered the third most popular media channel behind television and the Internet. The new data reveal that this is unjustified, for example, according to data from Kantar TNS in winter-spring 2018 the Internet used on average 80% of the population of Latvia aged 15-74 on average, which actually means that the consumption of radio is greater than the consumption of the Internet. In addition, by comparing the size of the weekly audience reached by major radio groups and the weekly audience reached by the most popular internet portals, we find that only one group of websites is able to compete with radio groups. In the comparison of radio and Internet consumption, it is very important that the consumption of the radio industry relies on almost 100% of content in Latvia (except music), which can only not be told on the internet. It also proves and confirms the public interest and demand for content created in Latvia, which is the only tool in Latvian media competition with producers and distributors of global content

. both sides, as well as in the entire Latvian media space, supported by various tools and resources for content creation. Latvia is unique in the country in Europe and even in the world, because in Latvia, radio is a more important and effective medium than in most other countries, and is currently confirmed by representative data Kantar TNS . These new circumstances should serve as a basis for the evolution of radio attitudes, as it is clear that radio is one of the few media platforms that quickly and efficiently reaches a large audience, thus ensuring the interests of radio audiences. advertisers and meeting the needs of an objective and complete audience. information.