The Dutch radio listening figures for April/May 2010 were released today by research bureau Intomart GfK. The overall market shares are based on diary entries from 10,505 respondents aged 10 years and above. Sky Radio continues its long term trend of losing market share, but perhaps more surprising is a further drop by Q-music, which has declined by 0.8 percent in the past year. It’s better news for 100%NL, which has again climbed above 4 percent. Public network for older listeners Radio 5 has now reached the 3 percent mark.
The market shares in percent compared to ( ) March/April 2010 and [ ] April/May 2009 were as follows:
- Radio 538 10.7 (10.5) [11.3]
- Radio 2* 9.7 (10.0) [10.4]
- Radio 3FM* 9.4 (9.5) [8.3]
- Sky Radio 8.4 (8.6) [8.8]
- Radio 1* 7.3 (unchanged) [7.0]
- Q-music 6.6 (6.9) [7.4]
- Radio Veronica 6.0 (5.9) [6.1]
- 100%NL 4.2 (3.9) [3.7]
- Radio 5* 3.0 (2.9) [2.7]
- Radio 10 Gold 2.6 (unchanged) [2.5]
- Radio 4* 2.2 (2.1) [1.7]
- Classic FM 2.1 (2.0) [2.0]
- Slam!FM 2.1 (1.8) [2.2]
- Arrow Classic Rock 1.3 (unchanged) [1.3]
- BNR Nieuwsradio 0.9 (1.0) [0.9]
- Radio Decibel 0.5 (0.4)
- Arrow Jazz FM 0.4 (unchanged) [0.4]
- Radio 6* 0.3 (0.4) [0.1]
- Kink FM 0.4 (0.3) [0.3]
* Public network. Others commercial.
- Regional public stations 11.9 (12.4) [12.2]
- Regional commercial stations 4.4 (unchanged) [4.8]
- Other stations 5.6 (5.5) [5.6]
on Jun 24th, 2010 at 13:28
The rise of 100%NL continues to (pleasantly) surprise me. Wasn’t the Dutch-language music format considered lost and gone a few years back? There are plenty of internet-based stations with a competing format, and the slickest of those (Radio Noordzee Nationaal) folded in Dec 2008.
Maybe it’s the 90%NL reality — it sounds like roughly one in ten is a UK or US track — which makes this station unique and successful.
on Jun 24th, 2010 at 14:51
100%NL plays new and current Dutch music. As such they have gained the support of the Dutch music industry, who complain that the other commercial stations don’t give enough airtime to Dutch product. Actually the licence application specified that 100%NL would play 70% Dutch-language or Dutch-produced music.
Good connections also mean that 100%NL can attract big names from the Dutch music business to present special shows and appear at open air events. One other thing you probably didn’t know - they have a much higher than average proportion of female listeners.