1
Strategic – Music Positioning
survey
Peter Don BPR: April 2016
Sample Details
AGE GROUPS
THESAMPLEISBASEDONALLPEOPLEAGED
14-59
THEREISSOMEUNDERSAMPLINGINTHE
YOUNGERMALEGROUPS–THESEARE
ALWAYSDIFFICULTTOCONTACTIN
REPRESENTATIVENUMBERS–
ESPECIALLYBYCALLOUT.THE
COMPENSATINGBALANCEISANEVEN
OVERSAMPLINGOFOLDERAGEGROUPS
Copyright broadcast programming & research all rights reserved
2
Sample Details
AREA
CHART1SHOWSTHEMAKEUPOFTHESAMPLE
ACCORDINGTOTHETOTALREGION.
CHART2SHOWSTHEBREAKDOWNBYSIZE/
OTHER–COUNTRYSIDE,SMALLCITY,
CAPITAL..
Copyright broadcast programming & research all rights reserved
3
Survey Scope
Station
Listening
and
dayparts
Importance
and station
images
Music
Montage
interest
Station
music
positioning
Copyright broadcast programming & research all rights reserved
4
Survey Overview
5
The main objective of this survey is to identify a music position and
opportunity for Life Radio. However the scope of the survey covers several
important areas of listener interest and enables better understanding of
the following.
•  Listening patterns: weekly cume and overall listening share
•  Daypart listening patterns – with some information relating to morning
show performance and images however this was not a primary focus of
this survey.
•  Importance of other programming elements in general and station
association.
•  Identify a salient target audience and focus on understanding the
needs of this listener group
•  Music Montages: understand the appeal of a range of music styles and
station association.
summary
c
STATION LISTENING
c
8
WEEKLY CUME
Total cume listening over the last 7 days is dominated by Ö3. Lounge FM and RadioÖ24
attract less than 2% total cume and are generally disregarded in this analysis. Overall
listening levels for Ö2 are similar to that of Life Radio
c
9
CUME: age groups
the distribution of audiences shows the dominance of Ö3 across the 14-54 age
range. Life Radio listeners are also spread across a wide age group with low
25-34 and higher 35-44 listening
c
10
CUME: age groups
Life Radio attracts more females than males (ca. 54%:46%) but the age profiles are similar. Ö3
audiences are higher among younger males than females likely to be due to the influence of
Krone Hit Radio. Ö2 attracts substantial over 25 male listening.
c
11
CUME: CROSS-CUME
Cross Cume shows where the stations’ audience comes from. For Life Radio the
cume is made up by around one-third of the total cume of Krone Hit, Ö3, and
Radio Arabella. Of course the greatest number of listeners come from Ö3.
around one quarter of Ö2’s cume also listen to Life Radio and 18% of
Öosterreich1 listeners contribute to the station’s cume.
c
12
Station: Cume Profiles
Life
Radio
• Female Bias
• Broad age group
spread
• Strongest 35-44
focus
• #2 cume 35-44
Ö3
• Overall market
dominance
• Broad based 14-54
audience
• Female bias
c
13
Krone Hit
Ö2-OO
• Very strong
(younger) female
bias (58:42)
• Clear #2 among
under 25 age
groups
• Audience drops
away after age 35
• Older audience
skew
• Slight male bias
overall, but
becomes #2
station among
males 25 and
above
listening share
Listening share is based on TSL (time spent listening) which confirms the dominance of Ö3, but also
increases the gap between Ö2 and Life Radio. These results highlight the problem of low TSL /share for
Life Radio. This is also an issue for Krone Hit.
Copyright broadcast programming & research all rights reserved
14
listening share
This is where the impact of Life Radio lower TSL can be see across the age groups – Life Radio still
has greater share above age 35 but loses the advantage in the 35-44 age group. Radio Arabella
audience is clustered 45-54, Krone Hit is focussed under age 25.
Copyright broadcast programming & research all rights reserved
15
listening share
CORE STATION
Life Radio attracts best listening shares among females ages 35-54. Age group patterns are similar to
the station cume age profiles.
Copyright broadcast programming & research all rights reserved
16
Daypart Listening shares
Listening shares cross these individual dayparts show the dominance of Ö3 in the
morning Show period (also in afternoon drive). Ö2 shares improve in the daytime. Life
Radio share is better in daytime and relatively consistent after the morning show.
c
19
Daypart Listening: Morning Show
Life Radio morning show shares are higher among 25-44 females and 35-54 males and
females. Krone Hit attracts better morning show shares among listeners under age 44
while Ö 3 has a clear female bias in morning show listening.
c
20
Daypart Listening: Morning Show
This is the only ‘morning show’ importance question in this survey but does show the
importance of an entertaining morning show particularly for 25-54 females.
c
22
Contests and Competitions
..
c
25
Listening at work
26
30% of the sample listen to radio at work (this is normal). Workplace listening is dominated by Ö3.
Ö2 also attracts good daytime / workplace listening. Life Radio listening share is in-line with
overall listening.
c
Listening at work
27
Universally important for workplace listeners with little distinction between male and females
c
Listening at work
28
Workplace Share is dominated by Ö3– Life Radio has its best association among female listeners
c
Music Montages and Formats
c
36
ENTRY GATE – MUSIC PREFERENCE
Total Sample
c
37
Best Music - Total
Life Radio has better music associations than overall share..
c
40
Music Positioning: summary
80
There are some clear outcomes in these results:
• 
Ö3 dominates most music montage associations, but the station’s main associations are
centred in new / contemporary music. Ö3 music images are much broader than the
station’s music suggests however this is due in part by their overall cume dominance.
• 
Krone Hit is clearly positioned as a Contemporary Hit station based on Pop-Dance, and RnB
pop.
• 
Radio Arabella is a station playing older pop music and has limited oldie music appeal
which also puts them more directly in competition with Ö2
• 
Life Radio is a station that is predominantly playing a mix of new pop hits, however the
station is clearly seen as a station for older pop with images that are centred more on 90s,
2000s and 80s.
• 
The Life Radio audience is quite broad, musically the station occupies the middle ground
between the younger images of Krone Hit and the older associations of Ö2 and Radio
Arabella. Life Radio does not ‘own any of the music segments tested. But older music is part
of the station’s music ‘dna’
c
Communication and positioning
86
While station branding and marketing will concentrate on brand images, there
also needs to be some definition given to this on-air. The information here clearly
supports the importance, appeal and the association of the music mix.
(from the questionnaire …. Eine mischung aus neuer und alter musik hat? )
This can create the point of difference between Life Radio and Ö3 (as well as
Krone Hit (new) and Radio Arabella (old)
Local elements should be ‘owned’ by Life Radio as far as possible .. Eg OÖ
newsdesk / Life Radio exclusive/most frequent traffic etc
c