The decision of Talpa radio boss Dave Minneboo to spread the Top 4000 even further over the entire month of December turned out well: Radio 10 was once again market leader last week. This seems to be mainly at the expense of Radio Veronica, which has an all-time low of 1.6%. Direct competitor JOE from DPG also suffers from the chart violence of 10: they fall to 3.3%.
At Sky Radio, the festive month of December is immediately starting to bear fruit, with longer listening time and a huge jump in weekly reach, almost 5 million listeners! This results in a market share well above 10%, 10.7. Sky will probably overtake Qmusic next week. This once again proves the importance of moving with your listener’s perception of the world, in a month when many are busy with presents and decorating the Christmas tree, Sky perfectly lays claim to that feeling.
What is particularly worrying about Radio Veronica’s listening figures is the enormous drop in listening time. This means that the current programming is clearly no match for the competition and only the Top 1000 of All Time will keep the station afloat. The morning show with Frank van der Lende is clearly not catching on and the plan to ‘test various morning shows in the new year’ does not promise much improvement.
The upcoming departure of their biggest star Rob Stenders back to NPO Radio 2 will also be an additional blow. The Flemish Mediahuis may now really be concerned about whether their multi-million investment in an FM package for Veronica will even be recouped. Wouter van der Goes of NPO Radio 2 is being pulled to make up for Stenders’ departure, although it is also rumored that Van der Goes is leaving for one of the Talpa stations.
With the Top 2000 on the way, it is possible that Radio Veronica will drop even further, to a marginal market share of barely 1%. It must be said that this is the first year that it is so clear what charts at competing stations do to the market share. In the monthly measurement, the effect was somewhat camouflaged by an average of two months. The commercial Radio Veronica has always suffered greatly in December from the enormous marketing machine surrounding the Top 2000 of the public broadcaster NPO Radio 2.
It should be a serious consideration for Mediahuis to still include youth channel SLAM! to the current Radio Veronica package, since the target group of SLAM!, young adults, is much less served on FM than the intended listener of Radio Veronica. Also the SLAM! format is hardly used anymore, except by regional commercial station Wild FM in Amsterdam / North Holland. Veronica could then continue in a slimmed-down form on DAB+ and the regional package in the Randstad that now includes SLAM! can be heard.
2023-12-14 09:32:36
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