1 survey on listening of radio programs on the territory of serbia - october 2005 - realized by:...
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1
SURVEY ON LISTENING OF RADIO PROGRAMS ON THE TERRITORY OF
SERBIA- OCTOBER 2005 -
Realized by:
Client:
Media Center Belgrade, 29-12-2005
2
METHODOLOGICAL NOTES
Period in which the survey was carried out: 24/10/2005-26/10/2005
Territory: SERBIA without Kosovo Sample size: 5773 respondents aged between 10 i 70 years Population: 6.045.120 (2002 Census of population) Survey method: Diary 7 days, panel sample, respondents
themselves kept evidence about listening to radio at 15-minute intervals
Correction of sample (post stratification) according to gender, age, region, type of settlement, education and nationality in the regions with mixed population
Client: IREX Realization: Strategic Marketing
3
HOW MANY RADIO DEVICES DO YOU HAVE IN YOUR HOUSEHOLD?
October 2005, SERBIA without Kosovo, Population 10 to 70 years of age
4.5
11.2
29.1
53.5
0 10 20 30 40 50 60
4 +
3
2
1 radio device
Average: 1,68
4
DO YOU HAVE THE RADIO...? OCTOBER 2005, SERBIA without Kosovo, Population 10 to 70 years of age
40.3
26.8
0 10 20 30 40 50
IN YOUR CAR
AT WORK
YES
5
HOW OFTEN, ON AVERAGE, DO YOU LISTEN TO RADIO?
OCTOBER 2005, SERBIA without Kosovo, Population 10 to 70 years of age
No response0.6%
Every day51.6%
Few days a week30.1%
Once a week3.9%
Does not listen to radio9.2%
Few times a month3.1%
JEDNOM MESEČNO I
REDJE+ VANREDNE SITUACIJE
1.5%
6
REGULAR listener44.8%
SPORADIC38.5%
RARE listener12.2%
Cannot define or does not listen to radio
4.5%
YOU WOULD DEFINE YOURSELF AS A… OCTOBER 2005, SERBIA without Kosovo, Population 10 to 70 years of age
7
DO YOU LISTEN TO THE RADIO IN FOLLOWING PLACES?
OCTOBER 2005, SERBIA without Kosovo, Population 10 to 70 years of age
93.9
26
36.1
6.1
74
63.9
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
AT HOME
AT WORK
IN THE CAR
YES NO
8
HOW MANY DAYS A WEEK DO YOU LISTEN TO THE RADIO IN FOLLOWING PLACES ...? OCTOBER 2005, SERBIA without Kosovo, Population 10 to 70 years of age
0% 20% 40% 60% 80% 100%
IN THE CAR
AT WORK
AT HOME
1 day a week 2 days3 days 4 days5 days 6 days7 days a week Does not listen to/no response
9
AVERAGE WEEKLY LISTENING RATES... OCTOBER 2005, SERBIA without Kosovo, Population 10 to 70 years of age
PlaceTotal population
Only the ones who listen to the radio
2004 2005 2004 2005
At home
4,82 days a week on average
4,38 days a week
5,5 days a week
5,08 days a week
At work
1,2 days a week
1,15 days a week
4,99 days a week
4,80 days a week
In the car
1,24 days a week
1,36 days a week
3,98 days a week
4,10 days a week
10
HOW MANY RADIO STATIONS ON AVERAGE DO YOU LISTEN TO DAILY?
OCTOBER 2005, SERBIA without Kosovo, Population 10 to 70 years of age
2.4
1.1
3.9
16.5
38.8
36.8
0 10 20 30 40 50
Refuse to say
5
4
3
2
1 radio station
AVERAGE: 1,93
11
WHY WOULD YOU SWITCH TO OTHER RADIO STATION?
OCTOBER 2005, SERBIA without Kosovo, Population 10 to 70 years of age
8.6%
17.0%
67.5%
0 10 20 30 40 50 60 70
Other reasons
When I don't likewhat they talk
about
When I don't likethe music
12
WHAT DO YOU CONSIDER A GOOD RADIO COMMERCIAL?
OCTOBER 2005, SERBIA without Kosovo, Population 10 to 70 years of age
16.3
20.4
26.1
33.6
0 10 20 30 40
Commercial with a'story'
Commercial withgood music
Commercial withcatchy slogan
Witty, funnycommercial
13
OTHER + DOES NOT LISTEN TO THE RADIO
4.3%
SPORTS3.1%
ENTERTAINMENT4.8%
NEWS - CURRENT AFFAIRS
11.4%
MUSIC76.4%
WHAT KIND OF PROGRAM ATTRACTS YOU THE MOST?
OCTOBER 2005, SERBIA without Kosovo, Population 10 to 70 years of age
14
WHAT KIND OF MUSIC YOU LIKE TO LISTEN TO ON THE RADIO THE MOST?
OCTOBER 2005, SERBIA without Kosovo, Population 10 to 70 years of age
2.9
2.9
46.8
47.4
0 10 20 30 40 50
DOES NOT LISTEN TOMUSIC OR DOES NOTLISTEN TO THE RADIO
OTHER
POP MUSIC
FOLK MUSIC
15
WHAT KIND OF MUSIC YOU LIKE TO LISTEN TO ON THE RADIO THE MOST?
Belgrade city
Pop63%
Folk26%
Other11%
Vojvodina
Pop51%
Folk43%
Other6%
Central Serbia
Pop40%
Folk56%
Other4%
16
Radio23.7%
TV 39.3%
Print4.8%
Billboards4.1%
Does not do shopping or does not
listen to the radio28.2%
BEFORE YOU GO OUT SHOPPING, WHAT MEDIA YOU USE LAST FOR INFORMATION?
OCTOBER 2005, SERBIA without Kosovo, Population 10 to 70 years of age
17
AVERAGE RADIO LISTENING PER HOURS FOR THE PERIOD OF 7 DAYS (IN %) October 2005, SERBIA without Kosovo, Population 10 to 70 years of age
1.7
6.3
12.3
16.6
7.9
15.7
5.6
9.511.112.1
13.313.011.813.413.8
20.221.119.0 18.9
0
5
10
15
20
25
30
05:0
0-05
:59
06:0
0-06
:59
07:0
0-07
:59
08:0
0-08
:59
09:0
0-09
:59
10:0
0-10
:59
11:0
0-11
:59
12:0
0-12
:59
13:0
0-13
:59
14:0
0-14
:59
15:0
0-15
:59
16:0
0-16
:59
17:0
0-17
:59
18:0
0-18
:59
19:0
0-19
:59
20:0
0-20
:59
21:0
0-21
:59
22:0
0-22
:59
23:0
0-23
:59
18
AVERAGE LISTENING TO RADIO PER HOURS ON
WEEKDAYS AND WEEKEND (in %) October 2005, SERBIA without Kosovo, Population 10 to 70 years of age
0
5
10
15
20
2505
:00-
05:5
9
06:0
0-06
:59
07:0
0-07
:59
08:0
0-08
:59
09:0
0-09
:59
10:0
0-10
:59
11:0
0-11
:59
12:0
0-12
:59
13:0
0-13
:59
14:0
0-14
:59
15:0
0-15
:59
16:0
0-16
:59
17:0
0-17
:59
18:0
0-18
:59
19:0
0-19
:59
20:0
0-20
:59
21:0
0-21
:59
22:0
0-22
:59
23:0
0-23
:59
WEEKDAYS WEEKEND
19
COMPARATIVE CHART OF FOLLOWING RADIO AND TV PROGRAM BY
HOURS October 2005, SERBIA without Kosovo, Population 10 to 70 years of age
0
5
10
15
20
25
30
35
40
45
50
05:0
0-05
:59
06:0
0-06
:59
07:0
0-07
:59
08:0
0-08
:59
09:0
0-09
:59
10:0
0-10
:59
11:0
0-11
:59
12:0
0-12
:59
13:0
0-13
:59
14:0
0-14
:59
15:0
0-15
:59
16:0
0-16
:59
17:0
0-17
:59
18:0
0-18
:59
19:0
0-19
:59
20:0
0-20
:59
21:0
0-21
:59
22:0
0-22
:59
23:0
0-23
:59
RADIO TV
20
• Total weekly reach of radio is 90,84% of total audience (all who have listened to the radio at least 15 min during a week). One year ago, this rate was 93,95%.
• Average time spent listening –
165 minutes (last year: 182 minutes).
GENERAL RESEARCH DATA... OCTOBER 2005, SERBIA without Kosovo, Population 10 to 70 years of age
21
DAILY RADIO AUDIENCE (in %) OCTOBER 2005, SERBIA without Kosovo, Population 10 to 70 years of age
79.3 79.4 78.3 75.1 73.9 71.1 67.775.0
0
10
20
30
40
50
60
70
80
90
100
22
DAILY RADIO AUDIENCE ... (in %) OCTOBER 2005, SERBIA without Kosovo, Population 10 to 70 years of age
69.477.2
0
10
20
30
40
50
60
70
80
90
100
Weekdays Weekend
23
TIME SPENT LISTENING (by days)... OCTOBER 2005, SERBIA without Kosovo, Population 10 to 70 years of age
204 206 198 198 196 203 194 200
0
50
100
150
200
250
24
TIME SPENT LISTENING (by minutes) ... OCTOBER 2005, SERBIA without Kosovo, Population 10 to 70 years of age
199minutes
200minutes
0
50
100
150
200
250
Weekdays Weekend
25
SURVEY RESULTS ON LISTENING RADIO STATIONS
26
Share of most important radio stations in total radio audience
OCTOBER 2005, SERBIA without Kosovo, Population 10 to 70 years of age
1.29%
2.06%
3.70%
4.03%
5.04%
1.59%
2.46%
3.60%
4.25%
6.26%
0 2 4 6 8
Beograd 202
Radio PINK
Radio B-92
Radio S
RadioBEOGRAD 1
Oct-05 Oct-04
THIS DATA SHOWS THE SHARE OF THE MOST IMPORTANT RADIO STATIONS IN TOTAL RADIO AUDIENCE ON THE TERRITORY OF SERBIA WITHOUT KOSOVO. THE SHARE REPRESENTS THE VALUE BASED ON TOTAL AUDIENCE OF ONE RADIO STATION AND AVERAGE TIME SPENT LISTENING.
THIS DATA SHOWS THE SHARE OF THE MOST IMPORTANT RADIO STATIONS IN TOTAL RADIO AUDIENCE ON THE TERRITORY OF SERBIA WITHOUT KOSOVO. THE SHARE REPRESENTS THE VALUE BASED ON TOTAL AUDIENCE OF ONE RADIO STATION AND AVERAGE TIME SPENT LISTENING.
27
Total weekly REACH of the most listened radio stations (in%) OCTOBER 2005, SERBIA without Kosovo, Population 10 to 70 years of age
4.34
5.10
8.39
9.08
13.43
0 2 4 6 8 10 12 14
Beograd202
PINK
Radio S
B-92
Beograd 1
28
Total weekly REACH of the most listened radio stations (by number of listeners)
OCTOBER 2005, SERBIA without Kosovo, Population 10 to 70 years of age
262.271
308.140
507.033
549.036
804.279
0 100 200 300 400 500 600 700 800 900
Beograd202
PINK
Radio S
B-92
Beograd 1
29
Average daily time spent listening (by minutes) OCTOBER 2005, SERBIA without Kosovo, Population 10 to 70 years of age
45
61
72
61
56
0 10 20 30 40 50 60 70 80
Beograd202
PINK
Radio S
B-92
Beograd 1
30
Total audience SHARE of the most listened radio stations OCTOBER 2004-2005, Belgrade (city), Population 10 to 70 years of age
THIS DATA SHOWS THE SHARE OF THE MOST IMPORTANT RADIO STATIONS IN TOTAL RADIO AUDIENCE ON THE TERRITORY OF SERBIA WITHOUT KOSOVO. THE SHARE REPRESENTS THE VALUE BASED ON TOTAL AUDIENCE OF ONE RADIO STATION AND AVERAGE TIME SPENT LISTENING.
THIS DATA SHOWS THE SHARE OF THE MOST IMPORTANT RADIO STATIONS IN TOTAL RADIO AUDIENCE ON THE TERRITORY OF SERBIA WITHOUT KOSOVO. THE SHARE REPRESENTS THE VALUE BASED ON TOTAL AUDIENCE OF ONE RADIO STATION AND AVERAGE TIME SPENT LISTENING.
3.34%
4.00%
4.74%
6.63%
7.13%
8.36%
13.90%
5.24%
3.28%
7.68%
6.77%
7.81%
7.95%
12.82%
0 5 10 15 20
Radio STUDIO B
NOSTALGIE
Radio JAT
Radio BEOGRAD 1
Radio PINK
Radio S
Radio B-92
Oct-04Oct-05
31
Total weekly REACH of the most listened radio stations (in %) OCTOBER 2005, Belgrade (city), Population 10 to 70 years of age
23.58
7.79
8.07
8.75
14.71
15.87
16.45
0 5 10 15 20 25
Radio JAT
Nostalgie
Studio B
Beograd 1
PINK
Radio S
B-92
32
Average daily time spent listening (in minutes) OCTOBER 2005, Belgrade (city), Population 10 to 70 years of age
78
63
49
58
58
65
75
0 25 50 75 100
Radio JAT
Nostalgie
Studio B
Beograd 1
PINK
Radio S
B-92
33
Contact:
Milan Bjeloglav, Strategic Marketing Tel. 011/3284-075, milan@smmri.com
Darko Brocicdarko@smmri.com
Dragan Kremer, IREX Tel. 011/322-68-03, dkremer@irexserbia.org
Dunja Zelenovic-Jovanovic, A MediaTel. 011/30-34-807,
dunja.zelenovic@amedia.co.yu
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