As in other countries around the world, Several radio stations in Norway lost money during and after the lockdown in march, due to the corona pandemic, but things are starting to pick up.
Normally in summer fewer people listen to radio and ad revenue goes down, but not this summer. Listening numbers have been almost as good as the spring and at times even better.
The advertisers are also back, according to sales director for P4 Group, Ove Søgård. He says P4 Radio has experienced a big wave of interest in advertising, especially in the weeks leading up to the holiday period.
P4 Group, owned by NENT Group, is by far the largest commercial radio operator in Norway. Søgård can not give out specific numbers, but is happy to tell radionytt.no that this has been an extraordinary good summer for P4.
Statistics from Mediebyråforeningen confirms this. According to the "Mediebarometer" radio advertising was up almost 35 % in july, compared to last year. And radio does better than most other media channels.
Total ad volume is down 17,9 percent in the first seven months of this year, but radio is actually down just 5 percent.
Listening numbers might explain some of this. In july 2019, listening went down to just above 50 %, this year the numbers have never been below 58 %. These numbers only include national broadcasters and none local radio stations, which have become more important in the last few years.
Another interesting detail is that Time Spent Listening is way up, compared to a normal summer. Total minutes among listeners have exceeded 160 minutes, meaning that some summer weeks actually have a better rating than in the spring. In short, fewer people listen to radio, but the radio stays on for a longer period.
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