MA 2021 Audio published - Radion use stable |Radio scene

Published on14.Jul. 2021 Von editorial team under Germany

Today, on July 14, 2021, the results of the media analysis are again published in Germany.From around 10:00 a.m. on the following pages, the number of listeners of the MA 2021 Audio will be presented.Since the number of listeners were not published in autumn 2020 due to Corona, the results of the radio-MA are particularly exciting this time how the numbers are interpreted, since today they are compared a little more with the previous survey a year ago, the MA 2019 Audio IIbe able.

Top 10 winners individual, 14-49 years of Monday-Fri.Absolutely (compared to the MA 2020 Audio II Update):

Top 10 losers individual, 14-49 years of Monday-Fri.Absolutely (compared to the MA 2020 Audio II Update):

Source: https://www.reichweiten.de/#hpd_cma

As a convergence for radio and online audio, the MA 2021 Audio contains ranges for online audio channels and combination offers, music streaming services, user generated radios and convergence offers.Reichsteitenkerndaten to DAB+ and indicators for podcasts are also shown.Detailed results of the 408 advertising offers shown can be found in this press table.

Jan Isenbart (Image: Agma)

Jan Isenbart, Board of Directors Radio/Audio of the AGMA, explains the current publication and key data of the use of the audion: “The Corona crisis also hit the radio/audio camp with full force and, despite strong use figures, has led to partially dramatic burglaries since mid-March 2020 in advertising sales. The resulting cutting decision of the only one -time publication this year has not been easy for the members of the genre, but this exception does not change the meaning nor the balance of the MA Audio. Therefore, we are all the more pleased that the current MA Audio maps a consistently high overall performance on an increasingly convergent audio market. With all its distribution channels, the medium of radio/audio is still a reliable daily companion of people, especially in the current special living conditions. This is impressively demonstrated by the available key data as well as the documented high access rates from the MA IP Audio special evaluation of April 2021. ”

The present report MA 2021 Audio is based on the spring waves 2020 and 2021. These field times contain the first two Corona weeks (March 2020) and shares of the second lockdown (December 2020 to March 2021).This must be taken into account when interpreting the data regarding existing ranger changes.

Another special feature: The music streaming provider Spotify cannot be shown individually in the current reporting.Sven Bieber, Head of Ad Sales Germany at Spotify, commented: “Due to the still ongoing data protection law tests related to the MA, Spotify was unfortunately unable to meet the deadline for designation in the current MA Audio and therefore cannot currently be shown as a single offer."

Olaf Lasalle (Photo: Agma)

Olaf Lassalle, Managing Director of the AGMA, adds: “Spotify and the AGMA are optimistic that the individual edition with the publication of the MA 2021 Audio updates can be resumed on September 29.Since Spotify is still a participant in the MA IP audio, their usage values also flow into the current key data (audio total and online audio overall) of audion use. ”

Further results can be found in the adjacent table "Corner data of the use of audion".The MA Audio also provides all the likelihoods required for planning and, in addition to classic radio management, enables convergent audioplaning on a uniform database.

MA 2021 Audio: Keep an overview in the home office also in the home office

The results of the MA 2021 Audio emphasize the high relevance of audio and radio offers for people who also play a major role in pandemic as a daily companion, advisory and entertainment.The audio and radion use has remained stable compared to the previous year.The use of online audio offers, as has already been indicated in the MA IP Audio, could be increased by 24%.

The thesis "Less mobility leads to less radioconsum" is refuted by the key data for audion use MA 2021 Audio published by the Media Analysis working group in Frankfurt.Even in times of home office and homeschooling, Radio is the constant companion of people through everyday life and ear to the world.Because the use of audio and radion has remained stable compared to the previous year.The use of online audio offers, as has already been indicated in the MA IP Audio, could be increased by 24%.And also the hearing time, the audion users: spend the inside with their programs, rose by 6 minutes.

A look at the young target group illustrates that young listeners could be gained between 14 and 29 years across all distribution channels.And the time you spend with audio offers has also increased.The latter offered especially for online audio.

DAB+ was able to further expand its importance as a distribution channel and granted 19.5% in the daily range.

“Behind these constants and high number of uses that radio has year after year, you have to set an exclamation mark for the medium!What sounds so natural is not.Because the enthusiasm for radio - for the spoken word, for the common entertainment, for the transfer of knowledge as well as the current and credible information - has an enormous range and power of this medium so extensive and valuable for people, ”explains Grit Leithäuser, managing director radio center.

Grit Leithäuser (picture: © radio center)

“And the current results impressively show that it is the content of radio that fascinate people and not the learned patterns.Otherwise, in times of pandemic and the associated restricted mobility, the number of users would have been down, since only a few drove to work by car.But they are not.Rather, radio, no matter where and when, is a mood barometer. "

The study "Down in the current everyday media life 2021", which examined how media use in pandemic has changed, also confirms this findings.

57% use radio to relax.59% use radio to improve your mood.79% stay with a transmitter if it fits your mood.Radio can therefore serve the need for current, regional and trustworthy information as well as the desire for entertainment and relaxation.

More information about the study

Vaunet to MA 2021 Audio: Radio proves relevance in the crisis

The head of the Radio and Audio in Vaunet - Association of private media has pointed out the great relevance of radio in crises.The currently published figures in the MA 2021 Audio underline the outstanding importance of the media genre radio for the population: In the Corona crisis, the average time of radion use rose to a daily stay of 259 minutes (previous year: 253 minutes), every day to Friday52.7 million listeners aged 14 and over (74.7 % of the German -speaking population) radio.

Marco Maier (Image: FFH)

Marco Maier, Chairman of the Radio and Audio Services Department of Vaunet and Managing Director of Radio/Tele FFH: “Radio remains the relevant mass medium.The current MA numbers underline the importance of the genus for the population.Despite the restrictions in the corona crisis, in which classic usage situations such as the daily trip to work were eliminated, the listeners remained loyal to the radio and used it more than ever.And the daily widths show: FM is absolutely indispensable for the relevance of the genus Radio/Audio in the advertising market.Without the VHF range, refinancing the variety of radio and audio across all distribution channels would simply not be possible for private radio operators. ”

According to the results of the MA Audio 2021, classic radio offers per working day (Monday-Friday) reach 74.7 percent of the German-speaking population aged 14 and over.Online audio has a daily reach of 11.4 percent (8.0 million) before DAB+ with 9.8 percent (6.9 million).

Maier also emphasized the importance of the private radio as a wide range of information for the population: “In the current storm disaster in NRW and Rhineland-Palatinate.The private radio once again impressively underlined its system relevance and gave the politicians right, who had been committed to supporting the Corona crisis for this reason. ”

MA 2021 Audio: Overview of the individual

(Entire target group / contacts per Ø-hour Mon-Fri)

Additional information

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