Between July and December 2024, linear offers from Swiss and foreign radio stations reached, on average, 71% of people aged 15 and over in Switzerland every day. The penetration of radio media is therefore slightly lower than that of the same half of the previous year. These figures emerge from radio audience data collected during the second half of 2024 on behalf of the Foundation. Mediapulse. A penetration rate of 71% corresponds to 5.2 million listeners per day. Over an average week, this figure even rises to 6.9 million. These audience figures show that interest in radio programs has remained stable and that the traditionally high penetration of this medium has been maintained despite increased competition in the audio market.
A slightly less efficient 2nd semester
Compared to the second half of 2023, radio lost one percentage point in daily penetration. This observation applies both to Switzerland as a whole and to German-speaking Switzerland (73 to 72%) and French-speaking Switzerland (69 to 68%). In Italian Switzerland, this value increased by one percentage point (from 77 to 78%). During the past semester, listening time also decreased slightly compared to the same period of the previous year. During the semester under review, people who listened to the radio did so for 109 minutes per day, or 3 minutes less than in the second half of 2023. This decline at the Swiss level is, however, mainly due to the two Latin regions of the country. , with respectively minus 7 minutes (French-speaking Switzerland) and minus 5 minutes (Italian Switzerland).
In German-speaking Switzerlandlisteners only reduced their radio consumption by one minute. German-speaking Switzerland thus confirms its status as the linguistic region with the most intensive use of radio, with 116 minutes of listening per listener per day. Next Italian Switzerland with 106 minutes and French-speaking Switzerland with 89 minutes.
Anything new in radio research?
Mediapulse measures the linear use of radio programs across all analogue and digital broadcast vectors. For reasons of research costs, however, it does not take into account listening to linear radio using headphones. Since January 2025, Mediapulse has been measuring technical access to linear radio offers that broadcasters offer in streaming. The access statistics resulting from this measurement will be published on the Mediapulse website under the product name “ Radio Streaming Data » and will be available in addition to the official measurement referring for the first time to April 2025 for the results of the first quarter.
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