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29. 12. 2005

SURVEY ON LISTENING OF RADIO PROGRAMS ON THE TERRITORY OF SERBIA

– OCTOBER 2005 –

Realization: Strategic Marketing & Media Research Institute

INTRODUCTION

Survey on listening of radio programs on the territory of Serbia without Kosovo, carried out in the period of October 24-30, 2005, is the tenth in a row survey of radio audience ordered by IREX and realized by the Strategic Marketing SMMRI (the first survey was conducted in May 1998). The aim of all these surveys was to measure the auditorium of the most important radio stations in the country, to measure the auditorium of radio stations members and affiliate members of ANEM, as well as to ascertain the most important attitudes concerning listening of radio programs and programs in general.
This report presents the most important results of the survey, and all data were obtained on the basis of Diary which was kept by a total of 5773 respondents from the territory of Serbia without Kosovo (population between 10 and 70 years of age). The respondents kept the Diary for 7 days. Evidence about listening of programs was kept at 15-minute intervals. Besides the Diary the respondents also answered an additional questionnaire with general type questions related to listening of radio program.

The correction of sample (post stratification) was done according to gender, age, religion, type of settlement, education and nationality in the regions with mixed population.
Belgrade, January 2006.

THE MOST IMPORTANT SURVEY RESULTS

Radio stations – ANEM members were listened for 78 minutes a day on average (a year ago – 71 minute, two years ago – 73 minutes, three years ago – 72 minutes).
Radio program was listened for at least 15 minutes in the period of one week by 90.84% of the monitored population aged between 10 and 70. The radio was listened to 165 minutes a day on the average. The previous survey results showed that the radio was listened to for 182 minutes a day in October 2004, 189 minutes in October 2003, 195 minutes in November 2002, and 178 minutes in October 2001.
Share of ANEM radio stations in the total radio audience is 8.31% (last year, the ANEM share was 8.44%, two years ago – 8.39%, three years ago – 7.97%).
Total radio audience of ANEM stations was 16.02% of the surveyed population or 968,475 listeners for the period of one week (last year – 20.43%, two years ago – 19.40%, three years ago – 19.76%).
For the third time since the measurements of radio audience was carried out for IREX, ANEM occupies the first position on the level of the entire country, both from the aspect of total weekly audience, and the share in radio audience. Namely, First program of Radio Belgrade had a lesser weekly audience than ANEM radio stations by circa 157,000 listeners (according to previous survey results, ANEM exceeded Radio Belgrade by 132,000 listeners, two years ago 132,000 listeners in favor of ANEM, whereas three years ago, Radio Belgrade had 145,000 more listeners than ANEM). The program of this national radio station was listened to for a shorter period (averagely 56 minutes a day). Beside that, share of ANEM radio stations in total radio audience exceeded the share of the First program of Radio Belgrade – 8.31% against 5.04% (a year ago this percentage was 8.44% against 6.26% in favor of ANEM, two years ago, in October 2003, 8.39% against 6.6%, while three years ago the share of Belgrade 1 was 7.6%, against ANEM's share 7.97%.
These results should be added by a fact that total weekly audience of affiliate members of ANEM is circa 155,000 listeners, with share of 1.21% in total radio audience.
Among radio stations – ANEM members, the biggest individual share in ANEM audience is the share of Radio B92 (44.56% of total audience of ANEM), which is followed by Radio Subotica (Hungarian and Serbian programs together) – 12,68, Radio 021 from Novi Sad (together with Beat Box) – 10.36%, Radio Sombor 1 and 2 – 4.96%, Radio City from Nis – 4.16%, Radio Patak from Valjevo – 4.06%, Radio Kraljevo 1 and 2 – 3.49% etc.
Among radio stations – ANEM members, Radio B92 had the biggest weekly number of listeners (circa 549,000 listeners), followed by Radio 021 from Novi Sad (circa 80,000 listeners), Radio Subotica Hungarian program (circa 53,000 listeners), Radio Petica from Nis (circa 47,000), Radio City from Nis (around 42,000), Radio Kraljevo 1 (circa 42,000 and so on. At the bottom of the list are the radio stations from municipalities with small number of inhabitants, that is, the stations with relatively small technical reach.

NB: The research was not carried out in some stratums, therefore did not include the following ANEM radio stations from those cities: