Radiotest 2021_4: 72% market share for ORF radio
Ö3 is the market leader - regional strength of the ORF regional radio stations - loyal listeners for Ö1 and FM4
Austrians aged 10 and over spend more than 3 hours (188 min) on the radio every day. With a market share of 72%, the vast majority of usage time is still spent on the ORF's radio offerings. The combined market share of all domestic private radio stations is 26%.
The radio genre reaches around 6.0 million Austrians aged 10 and over every day. With a daily reach of 59.6%, more than 4.7 million listen to ORF radio stations every day. All domestic private radio stations together, at just under 2.2 million, do not even reach half of ORF's daily audience.
ORF radio director Ingrid Thurnher on the results of the current radio test: "With more than 4.7 million listeners every day, the ORF radio program is the absolute leader. More than 2.4 million people in Germany listen to Ö3 programs every day, making the station the undisputed number 1. Together with Ö1 and FM4, ORF radio stations cover a very wide range of diverse content and interests. I am very happy that the ORF radio fleet can inspire so many people in Austria. This shows that the special importance of radio is unbroken.”
Ö3 is simply a hit. Ö3 is the best music mix. Ö3 is quick information. Ö3 is entertainment. And: Ö3 is the market leader in Austria and is used by millions of people every day (more than 2.4 million Austrians aged 10 and over). The strongest competitor reaches around 850,000 people living in Austria every day - that's about a third of Ö3's daily audience. Ö3 achieves a stable market share of 30% throughout Austria, the strongest private competitor 8% and all private radio stations as a whole achieve a lower market share than Ö3 at 26%. In the 14 to 49 age group, Ö3 achieves a market share of 39%, which means that almost 4 out of 10 radio minutes listened to are dedicated to Ö3. In this target group too, Ö3 is just ahead of all Austrian private radio stations combined. More than every third person between the ages of 14 and 49 listens to Ö3 every day, with a daily reach of 34.6%. With a daily reach of 16.6%, the strongest competitor reaches less than half of Ö3's daily audience. This means that Ö3 has significantly greater potential to reach 14 to 49 year olds with important program content, social campaigns or advertising.
Österreich 1, the ORF's information and culture radio station, reaches over 800,000 Austrians aged 10 and over every day. The daily range is 10.2%, for people over 35 it is even 12.8%. The program of the multi-award-winning broadcaster achieves a market share of 8% in the total population, and 9% for people aged 35 and over.
More than 250,000 Austrians aged 10 and over feel "at home" on FM4, the daily reach is 3.2%, and 4.7% among 14 to 49 year olds. The market share of the mostly foreign-language channel is stable at 2%, in the 14-49 age group at 3%.
The ORF regional radio stations, with their varied content and their special regional touch, achieve a total market share of 33%, which means that every third radio minute listened to in Austria is dedicated to the ORF regional radio station. In every federal state, more Austrians listen to the respective ORF regional radio than that of the strongest private regional competitor. Together, the ORF regional radio stations reach almost 2.2 million Austrians aged 10 and over, and thus a daily reach of around 27.2%; for people aged 35 and over, this is 35.8%.
In Vienna, ORF accounts for around 7 out of 10 radio minutes – the market share in the highly competitive Viennese radio market is 68%. Ö3 achieves a market share of 24%, Radio Wien 17% and Austria 1 14%. The two strongest private providers each achieve a market share of 8%. More than 770,000 Viennese from the age of 10 use at least one ORF radio service every day. Ö3 is also the most-listened-to radio station in Vienna: more than 350,000 people listen to Ö3 every day, i.e. about one in five people living in Vienna. The following applies both to the general population and to the target group of 14 to 49 year olds: Ö3 reaches more hearts and ears of the Viennese every day than private radio stations that can be received in Vienna.
Note: The values given are data from the period January to December 2021 (2021_4); the period January to December 2020 (2020_4) is correctly used as the comparison period. Since only 12-month stocks are available, a comparison with earlier half-year stocks, eg 1st half of 2016, is not permitted. Unless otherwise noted, all reach and market shares refer to Monday-Sunday and the age group "10 years and older".
Download:Radiotest 2021_4 vs. 2020_4 (tables)
kronehit with massive growth
The radio test 2021_4 shows kronehit a massive increase in reach and market share, more than 900,000 people use kronehit on weekdays as an entertainment and information medium. Compared to Radiotest 2020_4, the daily reach in the 10+ target group and also in the advertising-relevant target group of 14-49 year olds has increased by 23 percent each (Mon-Sun)! This means that kronehit continues to be the undisputed number one private broadcaster in Austria and is also the private radio station most listened to in this "advertising target group" (TRW 14-49, Mon-Sun) in the federal states of Vienna, Lower Austria, Burgenland, Upper Austria, Tyrol and Salzburg.
Mario Frühauf (Image: ©kronehit)
Managing Director Mario Frühauf, MBA: “We made various changes at the beginning of the previous year and tweaked many things, this sensational result is the output. Many colleagues - in front of and behind the microphones - do an excellent job and contribute their part to the range success. For our advertising customers, this result means more performance for every euro invested. I assume that many clients will evaluate their media plans based on this result and use the favorable price-performance ratio accordingly.”
Rudiger Landgrave
kronehit Head of Digital Rüdiger Landgraf, MA MBA: “The growth is also reflected very well in the digital area. Our page views grew by 15.5%, while streaming both hours listened and sessions increased. Right now in January 2022, the streaming numbers are 15% above the previous year. And the numbers on social media are also going up: the number of Facebook impressions rose by 48% in 2021 compared to the previous year, and by 23% on Instagram.”
Program director Dani Linzer: “This increase in reach is a wonderful compliment from our listeners – thank you very much. Especially at this time, which is so challenging for all of us, it makes me particularly proud that the tireless commitment of our team has been rewarded with this success. My first year as program director was characterized by many changes and short-term decisions - the large increase in listeners is a great confirmation and the credit to our sensational team."
Vorarlberg's most successful radio station is called: ANTENNE VORARLBERG!
The current radio test clearly confirms: Vorarlberg residents prefer to listen to ANTENNE VORARLBERG. ANTENNE VORARLBERG was able to defend its clear market leadership for the third time in a row! In the advertising-relevant group, the distance to fee-financed state radio, Ö3 and Radio Vorarlberg, is increasing.
Sandra and Veithi from ANTENNE-VORARLBERG breakfast radio say THANK YOU
This is now confirmed by the recently published radio test 2021_4. With a market share of 37 percent in the group of 14 to 49 year olds, ANTENNE VORARLBERG is ahead of Ö3 (30%) and Radio Vorarlberg (17%) on weekdays!*
A sensational 94,000 listeners from the Ländle** tune in to the ANTENNE VORARLBERG program every day. In Germany and Switzerland, there are just as many listeners. And the trend can be clearly seen: more and more "young" and "young at heart" Vorarlberg residents are listening to the fresh program of ANTENNE VORARLBERG.
Andreas Hinsberger (Image: ©ANTENNE VORARLBERG)
Program director Andreas Hinsberger: “I am very grateful to our listeners for this wonderful testimony. It rewards the work of my team, which makes radio every day with a lot of love and fun. The fact that we were able to gain so many new listeners, and Ö3 is losing more and more listeners in return, shows that radio stations from Vienna are becoming less and less important in Vorarlberg. Especially in these difficult times, people want to get to know their local radio identify with the region. And I promise: We will continue to make radio from Vorarlberg for Vorarlberg. With the new fresh diversity in music and the most popular morning show in the country - the breakfast radio with Sandra and Veithi.
Mario Mally (Image: ©Antenna Vorarlberg)
Managing Director Mario Mally: “ANTENNE VORARLBERG once again maintains its market leadership in the advertising-relevant target group by a clear margin. This is more than just a token of loyalty! I would like to thank the entire team and our customers."
The road to success continues: radio 88.6 remains the strongest regional private radio station
A reason to celebrate: radio 88.6 is once again at the top of the regional private radio stations in Austria. The current radio test confirms absolute top values for the station. With a focus on listener loyalty, great commitment to the local music scene and the connection of audio and online channels, the radio station ensures a secure reach and a strong brand position.
radio 88.6 increases the numbers again and achieves absolute top values with 199,0001 daily listeners and 212,0002 listeners in the advertising-relevant target group aged 14-49. In the 10+ age group, the daily audience increased by an additional 15,000 people in the comparison period 2020_43 – namely to 282,0004 listeners. Ralph Meier-Tanos, radio 88.6 Managing Director, is delighted with the result that is really impressive: “We are continuously expanding our audience year after year. That is a really strong signal to the radio market and to the advertising industry. In the highly coveted and competitive market in Eastern Austria, we were able to increase our share to a whopping 13%5 in Vienna alone. This means that, alongside Lower Austria and Burgenland, we also occupy a top position here. I would like to take this opportunity to thank our entire 88.6 team, whose incomparable passion for radio, tireless commitment and wealth of ideas make this possible. A big thank you also to our listeners and customers who actively support us year after year.”
Increasing reach as a guarantee of quality for advertisers
A stable brand position despite challenging times is a trustworthy quality feature for advertising partners. “When it comes to choosing the best radio partner, nothing should be left to chance. It's not just about the targeted communication of the message or the creative implementation of the campaign, but also about a sustainably increasing reach that you can rely on," says Günther Zögernitz, Managing Director of the marketing subsidiary RadioCom Vienna.
Günther Zögernitz (Image: ©radio 88.6/Matthias Auer)
“It is important to us to respond flexibly to individual customer needs. A close relationship with our customers and holistic support from spot development to broadcast and evaluation is a matter of course for us.”
Connection of audio and web as a recipe for success
The digitization process has long played a major role in the radio 88.6 universe. Since the pandemic, this focus has further intensified. "Instead of burying our heads in the sand, we took the opportunity and the whole team developed new concepts for a stronger connection between the analogue and digital worlds. The biggest challenge lies in translating our "That's how life rocks" mentality into the digital space and making it tangible. I am very pleased that we have succeeded in inspiring both loyal and new fans," says Niki Fuchs, Head of Marketing & Digital, adding: "The flexibility and speed of action required by the pandemic will continue to play a major role in the future. The radio test numbers of recent years prove that we are well prepared for this.”
Community brand radio for a strong brand position
As a community brand radio, the radio station focuses on the needs of its community with creative formats and innovative ideas. For example, the regular 88.6 T-Shirt Day, where listeners present themselves in their favorite band shirts, or the "88.6 Coronale - The Festival of Canceled Concerts", where live concert recordings were played on the radio, were very well received. “We are proud and happy that the independent path that we are taking together with our listeners is worth it. We see it as a clear mandate to continue in this direction - because that's how life rocks," says Thomas Korponay-Pfeifer, program director at radio 88.6 (picture right).
1 Ankordata/GfK Austria Radiotest 2021_4, TRW, 14-49, Mon-Sun, Austria as a whole 2 Ankordata/GfK Austria Radiotest 2021_4, TRW, 14-49, Mon-Fri, Austria as a whole 3 Ankordata/GfK Austria Radiotest 2020_4, TRW, 10+ , Mon-Fri, Austria as a whole4 Ankordata/GfK Austria Radiotest 2021_4, TRW, 10+, Mon-Fri, Austria as a whole5 Ankordata/GfK Austria Radiotest 2021_4, MA Vienna in %, 14-49, Mon-Sun
Styria Radios: Yellow now shines like gold
When it comes to music, entertainment, service and news, the people of Styria and Carinthia trust their antennae. Impressive proof of the success of the Styria antennas is the renewed confirmation of their top positions by the current radio test results.
Once again, the Styria radios win gold among the private radio stations in their home markets. 371,000 Styrians and Carinthians tune in to their favorite radio station Antenne Steiermark or Antenne Kärnten every day.* This is attested to by the current radio test, the independent range survey for radio stations in Austria.
Impressive range increase for Antenne Steiermark: around 15 percent more listeners than a year ago, according to the current radio test of the private number 1 in Styria. More than 260,000 Styrians trust their favorite yellow station every day.**
With a daily reach of 31.2 percent, Antenne Kärnten defends its top position in the target group of 14 to 49-year-olds among the regional radio stations in Carinthia.*** Every day, around 110,000 listeners switch on their personal daily companion in yellow.*
On behalf of the whole team, the managing director of Antenne Steiermark and Antenne Kärnten Gottfried Bichler says thank you for tuning in. "The radio test result shows impressively that the people of Styria and Carinthia can rely on the antenna. In stormy times we offer orientation and entertainment at the same time. The listeners are our focus. Despite all the pride, the radio test result is also a great responsibility and the task for us to continue to give our best every day - from reliable service to the hand-picked music mix and the best entertainment to the news always five minutes earlier," promises Bichler.
Antenna GF Gottfried Bichler (Image: ©Marija Kanizaj for AOA)
Bichler is not only pleased with the gold in the radio test, but also with the sharp increase in online audio usage. "Our digital reception channels recorded an increase of over 30 percent in the past year.**** Never before has Antenne Steiermark and Antenne Kärnten been listened to online so often and for so long: via the web, the Antenne App and via Smart Speaker," draws Bichler balance sheet. The Antenne Managing Director would like to thank the entire team and all customers and partners for their passionate commitment.
“2021 was also a very successful year for radio advertising. Both national and regional advertisers have made great use of the superpower of radio. We say thank you for this trust. Radio advertising on Antenne Steiermark and on Antenne Kärnten stands for rapid reach development, efficiency, flexibility and a great activating power. In 2022, too, everyone is invited to use these great advantages for their advertising success," says Bichler.
By the way, another advantage has recently been added for listeners: "Welcome to the club" is the new motto for every true Antenne Steiermark and Antenne Kärnten fan! In the Antenne Club there are tickets, discounts and the stars up close. You can register for the club at any time via the Antenne website or the Antenne app - free of charge, of course - and then enjoy the yellow world of advantages straight away.
Radio flamingo
As the first hit radio station for the whole of Austria, the most recent broadcasting project Radio Flamingo by the Styria Media Group AG went on air across Austria on June 28 of the previous year via DAB+, web and app. Since July 1, 2021, Radio Flamingo has also been included in the radio test. However, figures may only be reported after four quarters have been collected. "The positive and large response from the listeners as well as internal measurements already show that Radio Flamingo has a listener response that far exceeds our expectations," says Managing Director Bichler happily. “Radio Flamingo has been listened to online for more than a million hours since it started broadcasting.***** The app downloads, which have already reached five figures in this short time, are also very pleasing.****** The fan community is growing every day.” , Bichler reveals the first promising figures.
Source:
All reported values without considering the range of fluctuation. All statements without guarantee.
Life Radio Upper Austria: What a run!
Life Radio OÖ has had a perfect year. In the spring, the opening of the new Life Radio Studios in the Linzerie, then, despite the crisis, a great summer and autumn, and now the yellow station is again at the top of the podium in the current radio test. With a market share of 11% and a daily reach of 14.8%, Life Radio is still the most popular private radio station in the state¹. Around 177,000 listeners² tune in every day.
Andreas Froschauer (CvD), Matthias Dietinger (head of program), Petra Paunger (controlling, authorized officer), Barbara Schütz (head of news), Silvia Riegler (head of moderation), Christian Stögmüller (Life Radio MD), Joachim Ackerl (head of sales, authorized officer ) (Image: ©Life Radio)
Program team boss Matthias Dietinger. “A mega award from our fans! They hear us from morning to night and love the perfect mix of music and our regionality across all areas, from news to entertainment. For example, almost 20,000 want to have their salary doubled with us.”
Dietinger has been program director since the turn of the year and has big plans. The team has already been reorganized. News professional Barbara Schütz is in charge of the news department, Andreas Froschauer is the duty manager and Silvia Riegler coaches the moderators. In addition, GF Christian Stögmüller has transferred power of attorney to the head of controlling Petra Paunger and sales manager Joachim Ackerl.
The home base of success across all channels is the country's most modern audio campus in the Linzerie. From here, Zöttl & Sperr broadcast the morning show "Perfectly Awakened", the editors keep an eye on Upper Austria, the playlists are compiled for the perfect music mix, and streams and podcasts are created.
Program manager Matthias Dietinger: "We are one step ahead in radio and digital in Upper Austria and are the number 1 radio partner for both our listeners and customers. Thank you very much for that!"
Source: GfK and Ankordata, Radiotest 2021_41: MA and TRW, 14-49, Mon – Fri2. Mon – Fri 10+ throughout Austria compared to 2021_2
Source: Life Radio press release
Radio Arabella - 20 years and not a bit quiet
The current radio test confirms the success of Radio Arabella in the adult target group in the highly competitive Viennese radio market.
With a market share of 5%, the official range measurement of Austrian radio stations confirms Radio Arabella’s continued success in the evaluation period 2021_2[1]. In Lower Austria, Radio Arabella was even able to double its market share in the past 6 months[2].
“We have been able to accompany our listeners throughout the day for more than 20 years. The current radio test numbers confirm that our mix of cult hits and the best of today, regional information and entertainment is very well received. Many thanks to my team, who put their full effort into creating great radio moments every day," said Lukas Kosch, head of program happily.
Andreas Kaspar, Julia Pauss, Angela Alexa, Flo Pehofer (Image: ©Arabella/Klimpt)
In addition to the official radio test numbers, the streaming and online offers are becoming increasingly important. Here, Radio Arabella scores with app downloads and can report significant growth in the directly measured stream reach. An increase of 25% in the Arabella web radio offers and 30% more downloads of the Radio Arabella app in 2021 show the relevance of Radio Arabella in the online world.
Radio Arabella Wien Managing Director Wolfgang Struber (Image: ©Radio Arabella)
“The fact that we were able to increase our online audio offers shows me that we recognized the signs of the times early enough and that our listeners accept these offers gratefully. Thanks to our streaming offers, Radio Arabella listeners never have to go without our program – the app is always there and so is our unmistakable program that makes you dream, laugh and smile every day,” explains Managing Director Mag. Wolfgang Struber.
Radio Arabella has consistently developed in all radio distribution channels over the past 2 decades. In addition to the successful stations Radio Arabella Vienna, Lower Austria and Upper Austria, the station family can be heard via DAB with the two Austria-wide radio offers "arabella RELAX" and "arabella HOT". In addition, the new regional station “arabella GOLD” has also gone on DAB On-Air in the federal capital Vienna.
[1] GfK Austria GmbH, ANKORDATA Radiotest 2021_2, basis: Vienna, people aged 35 and over, Mon-Sun
[2] GfK Austria GmbH, ANKORDATA Radiotest 2021_4 (2021), Basis: Lower Austria, people 10+ and 14-49, Mon-Sun
Radio Soundportal increases its daily reach and market share in the greater Graz area
Radio test 2021_4 compared to radio test 2020_4:
Soundportal is and remains the leading young broadcaster in Styria and, even in the 22nd year of its existence, is sailing on a constant course of success thanks to its independent and contemporary music mix and independent content!
ROCK ANTENNE community in Austria grows by almost a quarter
ROCK ANTENNA Austria
According to the current radio test, the ROCK ANTENNE community in Austria has 37,000 listeners. This means that the daily range from Monday to Friday has increased by 23.3% compared to the previous year.
“More and more rock fans in Austria are listening to ROCK ANTENNE. We inspire our community via digital radio standard DAB+ and online and rock the whole Alpine republic together,” says ROCK ANTENNE Managing Director Guy Fränkel.
When officially identified by the radio test, ROCK ANTENNE achieves a daily reach of 32,000 listeners Monday to Sunday (+ 6.7% compared to the previous year). If you look at the advertising-relevant target group of 14 to 49 year olds, there are 23,000 listeners (+ 1,000 compared to the previous year).
