Strategic & Content Survey

2023

Survey comparisons
The full sample for this survey is 750 people aged 25-49 weighted and balanced by age, gender and area.

This questionnaire is covering
• Main station listening + main reasons to listen
• Other stations used
• Dayparts listened
• Main Images
• Montages: eleven montages that are part of the ‘AC’ environment - Station associations
• Format ‘samples’: Two examples that were previously tested - hot AC and current Hits with some older music
• Programme / age indicators
• Open ended comments particularly about Life Radio

Key Results:

Summary:

Life Radio - Key takeouts

• Because the sample is focussed on the 25-49 age group there is no comparable ‘total’ market trends - age groups within the 25-49 overall age group are trended where applicable
• Life Radio listeners (both P1 and WHK) are also trended. While there may be a difference in age contributions within these groups, most of the Life Radio listening group falls within the current sample
• Morning Show Share: Overall, Morning Show Share is improved for Life Radio, however the most significant change is the improvement in listening to the Life Radio Morning Show by Life Radio cume listeners - this is also confirmed in better associations for Best Morning Show overall among the same group.
• There are limited updated morning show images other than “Best Morning Show”



• Music: The main focus of this review is to update both the appeal of individual music styles and station associations. As noted, the music segments tested here are broadly the AC pop universe, this is not a total market survey.
  Life Radio improves associations with older 80s and 90s
  
  The station also improves associations with current (mainstream) pop and pop-dance

OTHER STATIONS

Ö3
The main focus for Life Radio is Ö3 - Ö3 dominates both the overall market listening and the adult target which Life Radio aims to attract. In addition, Ö3 also attracts strong female listening - also part of the Life Radio target group.

Gains for Life Radio have generally come from Ö3. While this is positive progress, the gap between the stations still exists - on the there had, it does seem that Life Radio starts to see the benefit of changes mede in 2022


Ö2
For the target age group measure here Ö2 is not really a major factor. In the 25-44 age group, there is little change from past results.


Krone Hit
Krone Hit does attract listening within the age groups surveyed here however as the montage results show, the are not a dominant player in the music segments tested here.


Radio Arabella
There are small listening numbers hut as for Krone Hit, low or no real music associations or dominance. In the 25-44 age group, cume is a little lower than in 2022.


Radio Austria
The station attracts a relative consistent 10% of listening cume in the 25-44 age group, but very low share of listening.