M a y 2 0 1 7 #AudioObserver

Audio Listening Share of Time Spent Listening to Audio Sources in Belgium

Audio Listening By location

Source : IP Audio Listening 2017 – Base : All (n=2438) - Monday-Sunday – All day

Home 54,0%

Work/School 21,0%

Car 18,0%

On the go 1,6%

Other 5,4%

4h22min

Monday-Sunday

Radio (FM, AM, DAB+) 68,9%

Television 5,1%

Site of a radio station 5,3%

App 1,3%

Podcasts or Time shift 0,7%

Owned music 6,5%

Music Streaming 4,9%

Music Streaming (video) 7,2%

Audio Listening

Source : IP Audio Listening 2017 – Base : All (n=2438) - Monday-Sunday – All day

By support

Live Radio : 81%

Monday-Sunday

4h22min

Audio Listening

Source : IP Audio Listening 2017 – Base : 18-24 (n=211) – 25-34 (n=591) - 35-64 (n=1636) - Monday-Sunday – All day

By support and target

Radio (FM, AM, DAB+) 38,4%

Television 3,8%

Site of a radio station 2,1%

App 2,8% Podcasts

2,2%

Owned music 11,1%

Music Streaming 17,8%

Music Streaming (video) 21,7%

18-24 - Live Radio : 47%

3h41min

Radio (FM, AM, DAB+) 62,4%

Television 3,5%

Site of a radio station 6,7%

App 1,3%

Podcasts / Time shift 1,0%

Owned music 8,2%

Music Streaming 6,4%

Music Streaming (video) 10,6%

25-34 - Live Radio : 74%

3h51min

Young people - Adults

Radio (FM, AM, DAB+) 74,5%

Television 5,8%

Site of a radio station 5,3%

App 1,2%

Podcasts / Time shift 0,5%

Owned music 5,4%

Music Streaming 2,9%

Music Streaming (video) 4,5%

35-64 - Live Radio : 87%

4h40min

Radio Content Content Analysis of Belgian radios

Music 42%

News 10%

Entertainment 15%

Magazine 9%

Service 4%

Animation 3%

Advertising 15%

Other 2%

Music 59%

News 7%

Entertainment 8%

Magazine 5%

Service 5%

Animation 5%

Advertising 9%

Other 2%

consumption North South

Programming & consumption 6:00-19:00

Source : Audio Observer 2017 - Programming Content – 22/11/2016 / Consumption : CIM Radio w 2016 1+2+3

Music 56%

News 7%

Entertainment 10%

Magazine 7%

Service 3%

Animation 2%

Advertising 12%

Other 3%

Music 66% News

5%

Entertainment 6%

Magazine 4%

Service 4%

Animation 5%

Advertising 8%

Other 2%

programming North South

Programming Content South / 06:00-22:00

Source : Audio Observer 2017 - Programming Content – 22/11/2016

Bel RTL

Radio Contact

Radio Nostalgie

Mint

Chérie FM

NRJ

La Première

Vivacité

Classic 21 Pure FM

Talk

Magazine

+ News

Music

Entertainment

+ Animation

News

Music

Advertising

Animation

Service

Magazine

Entertainment

Other

Programming Content

66%

92% 86% 84%

77% 76% 76% 74% 73%

53%

41% 33%

22%

5%

0% 3% 6%

4% 2%

5% 4%

2%

1%

12%

9%

12%

8%

0% 0% 0%

6% 14% 0% 6%

1%

25%

16%

24%

8%

6%

0% 3% 1% 1%

0%

2% 1%

4% 0%

6% 14%

45%

2%

0% 1% 1% 1%

1%

3% 2%

0% 1% 3%

5%

3% 3% 1% 1% 0%

3% 1%

3% 3%

4% 8% 9%

2%

2% 7% 3% 3% 5% 7% 4% 8% 7%

9% 8% 11% 10%

8% 3% 4% 4% 3% 3% 3% 1% 3%

8% 4% 2% 4% 1%

Average ChérieFM

Mint DH Radio Pure FM FunRadio

Classic21

RadioContact

Nostalgie NRJ Vivacité Bel RTL LaPremière

South / All Day – Musical Station

Source : Audio Observer 2017 – Programming Content – 22/11/2016

Radio 2

Club FM

Programming Content North / 06:00-22:00

Source : Audio Observer 2017 – Programming Content – 22/11/2016

Talk

Magazine

+ News

Music

Entertainment

+ Animation

News

Music

Advertising

Animation

Service

Magazine

Entertainment

Other

Programming Content

75%

93% 90% 81%

76% 74% 70% 70% 70%

55%

4%

1% 0%

3%

3% 5% 8% 5% 4%

8%

5%

0% 2%

2% 6%

1% 4% 7% 11%

7%

3%

0% 0%

1% 0%

2% 4% 1%

0%

21%

2%

0% 1%

2% 3%

2%

4% 3%

5% 2% 4%

1% 3%

2% 5% 10%

4% 6% 3% 3%

5% 3% 2% 7%

6% 6% 5% 6% 6% 3% 2% 2% 2% 2% 1% 1% 2% 2% 2% 2%

Average Club FM TopRadio Nostalgie VL Joe StudioBrussel

Radio 2 MNM Q Music Radio 1

North / All Day : Musical Station

Source : Audio Observer 2017 – Programming Content – 22/11/2016

Music Profile

Source : Audio Observer 2017 – Programming Content All Day – Radiomonitor 22/11/2016 – 28/11/2016

LP Lost On You 207

Rag 'N' Bone Man Human 185

Sia feat. Kendrick Lamar The Greatest 183

Rag 'N' Bone Man Human 163

Bruno Mars 24K Magic 154

Weeknd, The feat. Daft Punk Starboy 135

North South

Music Age

Source : Audio Observer 2017 – Programming Content All Day – Radiomonitor 22/11/2016 – 28/11/2016

South North

Music Profile All Day

13% 14%

26% 25%

53% 53%

4% 3% 3% 4%

Content Consumption

21% 22%

31% 23%

39% 45%

5% 4%

4% 7%

Content Consumption

North South

Groove

Dance

Pop/Rock

Hip Hop

Other

Source : Audio Observer 2017 – Programming Content All Day – Radiomonitor 22/11/2016 – 28/11/2016 / Consumption : CIM Radio w 2016 1+2+3

Music

Groove

Dance

Pop/Rock

Hip Hop

Other

3% 1% 6%

1% 7% 4%

0% 4% 3% 2% 6% 4%

37%

4% 0%

0%

0%

1% 2%

6% 5% 10% 15%

1% 3%

1% 53%

90% 82%

66%

63%

51% 47% 41%

26%

1%

71% 63%

51%

26%

4% 2%

16% 14%

27% 38% 35%

46%

68%

9% 17%

3% 13%

5% 10%

17% 16% 16% 9%

15% 15% 14% 13% 13% 7%

Average Mint Classic21

ChérieFM

NostalgieFR

DH Radio Pure FM RadioContact

NRJ FunRadio

Bel RTL Vivacité LaPremière

Music Profile

Source : Audio Observer 2017 – Programming Content All Day – Radiomonitor 22/11/2016 – 28/11/2016

South

Music

Groove

Dance

Pop/Rock

Hip Hop

Other

3% 6% 3% 4%

17% 13%

1% 7% 4% 2%

5% 1% 10%

1%

1% 4%

10% 3% 7%

5%

39%

55%

51%

49%

47%

35% 31%

27%

6%

64%

31%

17%

27%

18%

13%

39%

34% 41%

74%

6%

21% 24%

11%

29% 22% 21%

24% 27%

13% 18%

Average Nostalgie VL StudioBrussel

JOE Radio 2 Q Music MNM Club FM Top Radio Radio 1

Music Profile

Source : Audio Observer 2017 – Programming Content All Day – Radiomonitor 22/11/2016 – 28/11/2016

North

Audio Moods Analysis of the emotions associated

Seduction Elegance

Softness Wellness

Conviviality Warmth

Enchanting Escape

Energy Excitement

Power Aggressiveness

Seriousness Sadness

Nostalgia Reassuring

Audio Moods

Source : IP Audio Listening 2017 – GFK - Base : All (n=2438)

Generalist Stations

PLEASURE VITALITY

SECURITY + Nostalgie - Reassuring

- Conviviality – Warmth

- Softness - Wellness

Seduction Elegance

Softness Wellness

Conviviality Warmth

Enchanting Escape

Energy Excitement

Power Aggressiveness

Seriousness Sadness

Nostalgia Reassuring

Audio Moods

Source : IP Audio Listening 2017 – GFK - Base : All (n=2438)

Bel RTL

PLEASURE VITALITY

SECURITY

Seduction Elegance

Softness Wellness

Conviviality Warmth

Enchanting Escape

Energy Excitement

Power Aggressiveness

Seriousness Sadness

Nostalgia Reassuring

Audio Moods

Source : IP Audio Listening 2017 – GFK - Base : All (n=2438)

La Première

PLEASURE VITALITY

SECURITY

Seduction Elegance

Softness Wellness

Conviviality Warmth

Enchanting Escape

Energy Excitement

Power Aggressiveness

Seriousness Sadness

Nostalgia Reassuring

Audio Moods

Source : IP Audio Listening 2017 – GFK - Base : All (n=2438)

Musical Adults Stations

+ Nostalgie - Reassuring

PLEASURE VITALITY

SECURITY

Seduction Elegance

Softness Wellness

Conviviality Warmth

Enchanting Escape

Energy Excitement

Power Aggressiveness

Seriousness Sadness

Nostalgia Reassuring

Audio Moods

Source : IP Audio Listening 2017 – GFK - Base : All (n=2438)

Nostalgie Vlaanderen

PLEASURE VITALITY

SECURITY

Seduction Elegance

Softness Wellness

Conviviality Warmth

Enchanting Escape

Energy Excitement

Power Aggressiveness

Seriousness Sadness

Nostalgia Reassuring

Audio Moods

Source : IP Audio Listening 2017 – GFK - Base : All (n=2438)

Musical Young Adults Stations

+ Softness - Wellness

+ Enchanting - Escape

PLEASURE VITALITY

SECURITY

Seduction Elegance

Softness Wellness

Conviviality Warmth

Enchanting Escape

Energy Excitement

Power Aggressiveness

Seriousness Sadness

Nostalgia Reassuring

Audio Moods

Source : IP Audio Listening 2017 – GFK - Base : All (n=2438)

Radio Contact

PLEASURE VITALITY

SECURITY

Seduction Elegance

Softness Wellness

Conviviality Warmth

Enchanting Escape

Energy Excitement

Power Aggressiveness

Seriousness Sadness

Nostalgia Reassuring

Audio Moods

Source : IP Audio Listening 2017 – GFK - Base : All (n=2438)

Musical Young Stations

PLEASURE VITALITY

SECURITY

- Power - Aggressiveness

- Power - Aggressiveness

Seduction Elegance

Softness Wellness

Conviviality Warmth

Enchanting Escape

Energy Excitement

Power Aggressiveness

Seriousness Sadness

Nostalgia Reassuring

Audio Moods

Source : IP Audio Listening 2017 – GFK - Base : All (n=2438)

Fun Radio

PLEASURE VITALITY

SECURITY

Audio Moods - Music Analysis of the emotions associated with music and radio ads

Seduction Elegance

Softness Wellness

Conviviality Warmth

Enchanting Escape

Energy Excitement

Power Aggressiveness

Seriousness Sadness

Nostalgia Reassuring

Best loved musical genres

Source : IP Audio Moods 2017 - Ivox (n = 4297)

Like + Love

PLEASURE VITALITY

SECURITY

Seduction Elegance

Softness Wellness

Conviviality Warmth

Enchanting Escape

Energy Excitement

Power Aggressiveness

Seriousness Sadness

Nostalgia Reassuring

Music & feelings - examples

Source : IP Audio Moods 2017 - Ivox (n = 4297) – Like + Love

Softness - Wellness

PLEASURE VITALITY

SECURITY

Lou Reed - Perfect Day

Seduction Elegance

Softness Wellness

Conviviality Warmth

Enchanting Escape

Energy Excitement

Power Aggressiveness

Seriousness Sadness

Nostalgia Reassuring

Music & feelings - examples

Source : IP Audio Moods 2017 - Ivox (n = 4297) – Like + Love

Conviviality - Warmth

PLEASURE VITALITY

SECURITY

Pharell Williams - Happy

Seduction Elegance

Softness Wellness

Conviviality Warmth

Enchanting Escape

Energy Excitement

Power Aggressiveness

Seriousness Sadness

Nostalgia Reassuring

Music & feelings - examples

Source : IP Audio Moods 2017 - Ivox (n = 4297) – Like + Love

Energy - Excitement

PLEASURE VITALITY

SECURITY

Bomfunk MC’s - Freestyler

Seduction Elegance

Softness Wellness

Conviviality Warmth

Enchanting Escape

Energy Excitement

Power Aggressiveness

Seriousness Sadness

Nostalgia Reassuring

Music & feelings - examples

Source : IP Audio Moods 2017 - Ivox (n = 4297) – Like + Love

Power - Aggressiveness

PLEASURE VITALITY

SECURITY

Metallica - Hardwired

Seduction Elegance

Conviviality Warmth

Enchanting Escape

Energy Excitement

Nostalgia Reassuring

Music & feelings - examples

Source : IP Audio Moods 2017 - Ivox (n = 4297) – Like + Love

Nostalgia - Reassuring

PLEASURE VITALITY

SECURITY

The XX – On Hold