Market Overview

On the following pages you will find a description of the radio landscape in some 15 European countries offering a brief look into how different markets are developing and what opportunities radio offers across Europe.

In addition to these general market profiles, a restricted access area for egta members offers a more detailed overview of national advertising markets, major market players, legislative background, pricing policies etc. Though not exhaustive the extensive overview of figures is unique in Europe and represents the data used by radio professionals in the respective country.


Netherlands

With a share of 9,8 percent of the advertising market, radio is a strong and healthy medium in the Netherlands. In 2008 there were 1638 advertisers on radio. In 2009 there were 1728, an increase of 5,5%. 20% of these advertisers were responsible for 80% of the spending. The top 100 advertisers accounted for 54,2% of spend while the top 5 made up 10%.

Listening time of the rise

The “Continu Luister Onderzoek” (Continuous Listening Study) revealed that people listened to more radio in 2009. The average time spent listening per day rose in 2009 with 201 minutes versus 195 minutes in 2008. This rise can partially be explained by the fact that people increasingly listen to radio via Internet. The overall reach of radio remains high, with 92 percent of people listening to radio every week.

Joining forcing and strengthening radio

In 2007, the Netherlands witnessed some major developments, most notably the setting up of the Radio Advertising Bureau (Radio Advies Bureau) whose aim is to strengthen the medium radio, and which acts as a representative for all public and private radio stations in the country.

The RAB has developed various pieces of research including the RAB RADAR (Radio AD Awareness & Response) which measures the effectiveness of radio commercials within multimedia campaigns. In addition the bureau conducted a study on radio listening via the Internet. This study concluded that people from 13 years and older listen to radio via the Internet approximately 7 hours per week.

2007 saw some changes in ownership: Radio 538 was acquired by the RTL Group and Arrow Classic Rock and Arrow Jazz FM were re-bought in 2007 by the editor PCM. Arrow Classic Rock took the FM-frequency of Caz! from SBS Broadcasting. Caz! Now broadcasts solely via the Internet, cable and satellite. However, in February 2009 the Radiocommunications Agency Netherlands withdrew the FM licenses from Arrow Classic Rock & Arrow Jazz FM. These two frequencies will be auctioned in the latter part of 2009

License renewal and commitment to digital broadcast

An additional challenge on the horizon has meanwhile been resolved: The current analogue terrestrial licenses were set to expire by September 2011. In the meantime commercial radio stations in the Netherlands have however been given an unexpected extension of their licenses. Broadcasters such as Sky Radio, Radio 538 and BNR Nieuwsradio can remain on air after 2011, on condition that they start parallel broadcasts using digital technology.

In the Netherlands, radio is in fact becoming increasingly digital. Almost all stations broadcasting over the airwaves or via cable are now online. An RAB study illustrates that more and more listeners are tuning into their favourite station via the Internet. There are also a number of thematic stations being developed for the Internet.

In regards to Digital Audio Broadcasting (DAB) the government has set out some clear goals. There is currently one DAB multiplex on air in the Netherlands containing services from the National Public Broadcaster (NOS). In May 2008 the Dutch Government was given permission by the House of Representatives to auction two DAB licenses in the Netherlands.

A very recent study from October 2009 revealed that listening via Internet now accounts for 12% of total radio listening time per day.

Watershed ban on alcohol advertising

Effective January 1, 2009 the Dutch Parliament adopted a new decree which establishes a 9 pm watershed ban on advertising for alcoholic beverages on both TV and radio. The provision has been under discussion since the beginning of the debate on the new audiovisual law.

Compliance tests of passive audience measurement systems

In 2007 and 2008 tests were conducted using personal meters. In the meantime, the ongoing listening study was greatly improved in 2007 – about 2/3 of the participants now fill in the study online. The station list in the study has been adapted to the listening behaviour of the participants and also considers and includes lifestyle characteristics.

Restriced accessMembers Only Section (Restricted Access)
This section contains more specific information on the market; including overviews of the market players, adspend, media mix, household equipment, pricing policies, seasonality indexes, legislation concerning advertising placement, as well as audience measurement technical factors.