Joe is now the third largest radio station in Flanders. — © JOE
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The Center for Information on the Media (CIM) has again published its quarterly figures for the Flemish radio stations. Radio 2 remains the largest station in the first three months of the year. But what is particularly striking is the tumble that Studio Brussel makes. At the end of last year, the youth channel of the VRT was still the third largest channel. Now it can only be found in sixth place.
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Eva De Poorter
Yesterday at 14:15–
In the period between January and April, the VRT received 2.6 million listeners every time on its various radio stations. Radio 2 is the largest of these. With a market share of 28.3 percent and 1.2 million listeners, the ‘Biggest family in Flanders’ may retain that title. Radio 1 is the second largest channel of the VRT, with a market share of 8.8 percent. MNM remains stable with a market share of 7.5 percent. In the market share of 12-24 year-olds – the channel’s target group – that figure rises from 18 to more than 22 percent. Classical channel Klara also remains stable, with a market share of 2.4 percent.
The tumble that Studio Brussel made this quarter is striking. If it still achieved a nice 9.8 percent in the last quarter of 2021, and therefore the third largest channel in Flanders, that is now a lot less. StuBru is stranded at 6.8 percent. “As a music channel, Studio Brussel feels most how listening behavior changes,” explains Els Van de Sijpe, manager of VRT Radio & Audio. “Whereas listeners can easily switch between listening live, streaming or opting for podcasts and other audio forms. We are working hard to keep Studio Brussel strong and relevant in this rapidly changing digital context. At the same time, we are also bringing all audio and music experiences together on VRT Max. There you will also find our sub-brands such as Klara Continuo, Radio 2 Bene Bene, MNM Hits or StuBru De Tijdloze, which together already account for a growing market share of 2.3 percent.”
Joe third biggest
At DPG Media they see their largest radio station in second place, Qmusic achieved a 12.7 percent market share. Joe is now the third largest station, with 11 percent market share. They come from 8.66 percent. “I am very happy with this result”, says Robin Vissenaekens, channel manager Joe. “Joe has never been this big. It shows that our listeners really embrace Joe: they like to listen to Joe at work and at home for a long time.”
Finally, nostalgia also remains stable, with a slight increase of 0.3 percent. The market share was 6.3 percent in the past quarter. Nostalgia wins 40,000 listeners on a daily basis.
*This always concerns the market share, measured by an audience of 12 years and older, unless stated otherwise.
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