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New Nielsen research shows Norwegian radio remains a strong force

3 minute read | January 2024

In a media landscape that is increasingly fragmented and competitive, radio is proving to be a resilient medium. In Norway, radio listening is on the rise, with daily reach and time spent listening both increasing.

This article will explore the key findings of Nielsen’s research and discuss the factors that contribute to the continued popularity of radio in Norway.

In the ever-evolving media landscape, radio remains a steadfast presence in Norwegian society, retaining its popularity and resilience despite the rise of newer forms of audio entertainment. Nielsen’s latest research on Norwegian radio listening trends provides valuable insights into this enduring phenomenon.

The research reveals an increase in radio’s daily reach, from 58.7% in 2022 to 60.3% in 2023. Weekly reach follows suit, expanding from 83.3% to 84.1% over the same period. This demonstrates that radio remains a very real presence in the lives of Norwegians, with a significant portion of the population tuning in regularly.

Furthermore, the time spent listening to radio amongst the population has also increased, from 82 minutes in 2022 to 83 minutes in 2023. This suggests that radio listeners are not just expanding their reach but also deepening their engagement with the medium.

The public radio network NRK continues to hold a commanding position in the Norwegian radio landscape, boasting a market share of 64.9% among listeners aged 10 and older. This enduring popularity stems from NRK’s commitment to providing a diverse range of programming that appeals to a broad audience.Still, if we look at younger target groups like age 20-29, the picture is quite different, where we can see that the commercial networks have a market share of 54,7%, leaving 45,3% to NRK.

While radio remains firmly part of the Norwegian media landscape, podcast listening is also gaining ground. The research indicates a rise in daily podcast listening from 11% in 2022 to 14% in 2023, and a similar increase in weekly listening from 37% to 39%.

This growth suggests that podcast listening is not replacing radio consumption but rather complementing it. Norwegians are increasingly embracing the flexibility and convenience of podcasts, while still maintaining their connection to radio as a familiar and reliable source of information and entertainment.

FMCG (Fast-Moving Consumer Goods) brands continue to dominate radio advertising spending in Norway, accounting for over 60% of the spending of the top 10 radio advertisers. This reflects the effectiveness of radio in reaching a wide audience and generating brand awareness among consumers.

The purpose of the Nielsen radio measurement in Norway is to provide accurate and comprehensive data on radio listening amongst Norwegians 10+ in private households. To further raise compliance and the use of the meters, Nielsen has begun implementing Nielsen PPM wearables into its panel in Norway in January 2023. The ongoing transition from PPM360 meters to the new PPM wearables will be completed by the end of 2024.

In January 2023 Nielsen implemented and included a headphone listening adjustment model to the radio measurement. This adjustment identifies radio listening through headphones with survey-based methods, and estimates the consumption of radio listening via headphones daily. The headphone adjustment adds great value in total and serves as a significant improvement of the radio measurement.

The transition to Nielsen PPM wearables marks an important step forward in radio measurement, providing a new design that is more inline with current technology wear trends and is expected to raise compliance. This data will enable media agencies and advertisers to make more informed decisions about their radio campaigns.

Despite the emergence of newer forms of audio entertainment, radio remains a vital and resilient medium in Norway. Its enduring popularity is attributed to its ability to connect with a diverse audience, provide a wide range of programming, and adapt to the changing media landscape.

With its continued growth in listenership and advertising spending, radio is well-positioned to remain a significant force in Norwegian society for years to come. Its ability to adapt and evolve will undoubtedly ensure its place as a trusted and valuable source of information and entertainment for Norwegians of all ages.