With an Accumulated Eve Audience (AAV) of around 19.4%, the highest value ever on national radio, Comercial maintains the title of the most listened to station in the country. In a wave of Bareme Rádio that is marked by an unprecedented consumption of radio, reaching 61.2% of accumulated audience, RFM also achieved its best result, reaching for the first time the threshold of 19%. “These values are a clear sign of the vitality of the radio medium”, emphasizes Salvador Bourbon Ribeiro, analyzing the performance of the Portuguese radio market in this phase of the pandemic’s aftermath, after a period in which the audiences of the main stations suffered. “These numbers of audiences revealed today only confirm, once again, that radio is alive and recommended”, says the CEO of Media Capital Radios (MCR), the group that owns the station that leads the Marktest ranking since the beginning of 2018.
With these results, Comercial reinforces its leadership by extending to four tenths the advantage over RFM, which in the previous vacancy was three tenths. According to data from the Marktest study, the 19.4% of AAV represents an increase of 1.3 percentage points compared to the 18.1% that were worth the leadership to the MCR station in the previous wave. With 19%, RFM grows in this fourth wave of Bareme Rádio 1.2 percentage points compared to the 17.8% that the station of the Renascença Multimédia group registered in the last wave. Values that also guarantee the two stations at the top of listeners’ preferences a significant growth in comparison with the homologous wave in 2020, when the radio sector was severely affected by the periods of confinement and successive limitations on circulation imposed by the pandemic situation. Analyzing the evolution regarding the fourth wave of 2020, the most recent data from Bareme Rádio translates increases of 2 percentage points in the case of Comercial and of 3.6 percentage points in the case of RFM since, in the homologous period, the AAV of the two stations increased. stood, respectively, at 17.4% and 15.4%.
The third most listened to station in the country, status that continues to belong to the M80, grows two-tenths between this wave and the last one, now registering an AAV of 7.7%. This value also reflects an improvement compared to the results achieved in the same period in 2020, when the MCR group station stood at 7.3%. The distance that separates the stations that occupy the third and fourth positions in the Marktest study is thus increased to 1.1 percentage points as the Renaissance rises only one-tenth compared to the previous wave, settling at 6.6%, two-tenths above the result achieved in the fourth wave of 2020. The top 5 of the most listened to radio stations in the country is now complete with Cidade FM, a station that takes the position that has been occupied by Antena 1 as its audience grows 1.3 percentage points, going from an AAV of 3.9% in the previous wave to 5.2% in this fourth wave of Bareme Radio in 2021. A result that also represents a significant growth compared to the homologous wave, when the station of the MCR group it was tied with TSF in sixth place with an AAV of 3%.
Antena 1 thus leaves the lot of the five most listened to, occupying the sixth position with an AAV of 3.8%, a drop of half a percentage point both in relation to the result achieved in the previous wave and in the homologous wave, both fixed in the 4 .3%. After sharing the seventh place in the previous vacancy with TSF, Mega Hits is now isolated in this position by rising from 3.3% to 3.5%, a figure that translates an increase of eight tenths compared to the homologous vacancy in 2020, when the station of the Renascença Multimédia group was at 2.7% of AAV. The Global Media Group station, which occupied the eighth position, maintains the same 3.3% of the last wave, even so an improvement of three tenths in comparison with the result registered in the same period of 2020.
Antena 3, which remains in ninth place, rose by three tenths among the last two vacancies, going from 1.3% to 1.6%, which represents an increase of two tenths compared to the 1.4% registered in the homologous vacancy. The top 10 is now closed by Smooth FM, which rises three tenths compared to the last wave and now presents an AAV of 1.3%, a figure that also represents an increase of six tenths in comparison with the homologous wave, when it registered only 0, 7% AAV.
In the analysis of audience results by groups, Media Capital Rádios also maintains its leadership, increasing the advantage for the Renascença Multimédia group, which in the last wave was 2.3 percentage points to 2.9 percentage points. In this fourth wave of Bareme Rádio, the radio arm of Media Capital achieves an AAV of 30%, an increase of 2.1 percentage points compared to the previous wave and 4.5 percentage points in comparison with the homologous wave. The Renascença Multimédia group, which in the last wave was situated at 25.6% of AAV, rose to 27.1%. In comparison with the fourth wave of 2020, when it recorded an AAV of 24%, the group recorded a growth of 3.1 percentage points. With 5.5%, RTP retreats four tenths compared to the previous wave, when it stood at 5.9%, and half a percentage point in comparison with the homologous wave, when public radio was at the 6% threshold.
As of the first wave of 2021, the disclosure of Bareme Rádio data also includes a set of stations that are not part of the top 10 of the most listened to radio stations in Portugal. In 11th place, tied with an AAV of 0.8%, were Rádio Nova Era and Rádio Observador. In addition to these two, only three more stations present Accumulated Eve Audience (AAV) data. R.NOAR with 0.7%, while Estação Orbital and Rádio Meo Sudoeste share the next positions with an AAV of 0.5% in this fourth wave of Bareme Rádio in 2021.
Source: Meios & Publicidade by www.meiosepublicidade.pt.
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