Downward trend in radio audience and press circulation in Romania, according to the latest SAR and BRAT studies

The spring wave of the Radio Audience Study (SAR), from IMAS and Mercury Research and covering the period between January 11th – May 2nd 2010, shows the total number of radio listeners is dropping, while the only radio stations with growth in urban areas are Kiss FM, Radio Zu, Magic FM and Info Pro.

The total number of radio listeners is continuing the downwards trend, but the audience of some radios grew slightly this spring, compared to the same period of 2009.

At national scale, the radio station with the biggest audience is Kiss FM – 2,216,500 listeners per day and 14,1% market quote, followed by Radio România Actualităţi (2,05m listeners / day), Europa FM (1,62m), Radio Zu (1,52M), Radio România Regional (1,49M), Radio 21 (724,400), Radio Antena Satelor (675,900), Pro FM (651,500), InfoPro (403,000) and Magic FM (335,500).

In urban areas, Kiss FM keeps the 1st position, followed by Radio România Actualităţi and Radio Zu.  In Bucharest, the most listened to radio station is Radio Zu, followed by Radio România Actualităţi and Kiss FM. SAR measured radio audience at national and urban level and in Bucharest, on 7,696 subjects from 206 towns and villages.

On the other hand, national newspaper sales fell in the first quarter 2010 compared to the same period of last year, data from the Romanian Circulation Audit Bureau (BRAT) show.  The only titles that had seen an increase in sales are the ones in Adevarul Holding media company, Adevarul and Click, and Financiarul published by Intact. The slightest decline was observed in Gazeta Sporturilor, of 35% in the first three months.