Oslo, Norway- 5.2.24 – Nielsen, a global leader in audience measurement, data, and analytics, today released its latest radio listening trends for Norway. The research, which provides insights into daily and weekly reach, time spent listening, and the most popular radio stations, highlights the enduring popularity of radio among Norwegians.
Key findings from the research include:
- Daily reach has increased from 58.7% in 2022 to 60.3% in 2023.
- Weekly reach has increased from 83.3% to 84.1% in the same period.
- Daily time spent listening among the population has increased from 82 minutes to 83 minutes.
- Public radio network NRK continues to be the most popular radio station in Norway, with a market share of 64.9% among listeners aged 10 and older.
- The most popular 15-minute interval for radio listening is between 9:45 am and 10:00 am.
- FMCG is the largest category among Norwegian radio advertisers in 2023, accounting for over 60% of the spending of the top 10 radio advertisers.
- Podcast listening is also on the rise in Norway, although the growth appears to be slowing down. The research shows that daily podcast listening has increased from 11% in 2022 to 14% in 2023, and weekly listening has increased from 37% to 39%.
Nielsen attributes the resilience of radio listening to a number of factors, including the launch of new stations, the increasing availability of digital platforms, and the use of personal listening devices.
“Radio is still a powerful medium that resonates with Norwegians of all ages,” said Ragnhild Herlofsen, Audience Measurement & Market Leader at Nielsen Norway. “The stability in listenership and time spent listening is a testament to the enduring appeal of radio.”
Nielsen also announced that it has started implementing Nielsen PPM wearables into its panel in Norway. This transition 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. Moreover, this data will enable media agencies and advertisers to make more informed decisions about their radio campaigns.
“The transition to Nielsen PPM wearables is an important step forward for radio measurement,” said Ragnhild Herlofsen. “These new meters are smaller and more aligned with today’s wearable technology trends. Data so far indicate they can have a positive effect on meter use. Our goal is to provide as accurate and comprehensive measurement on radio listening as possible, in order to understand the listening habits of Norwegians.”
Nielsen’s research also found that total radio advertising spending in Norway was flat in 2023, with a slight decrease of 0.8%. However, there was growth in some categories, including medical drugs/health, detergents/cleaning, hygiene/cosmetics, fmcg, and finance/insurance. Categories that decreased were clothing/textile, energy/gas, building industry, information/services, and travel/transport.
Overall, the research shows that radio remains a strong force in the Norwegian media landscape. With its continued growth in listenership and advertising spending, radio is well-positioned to continue to play a significant role in the lives of Norwegians for many years to come.
About Nielsen
Nielsen shapes the world’s media and content as a global leader in audience measurement, data and analytics. Through our understanding of people and their behaviors across all channels and platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their audiences—now and into the future. Nielsen operates around the world in more than 55 countries. Learn more at www.nielsen.com and connect with us on social media (Twitter, LinkedIn, Facebook and Instagram).
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