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The Radio Landscape // Basics

Stormy & Birgit

Advertising on Radio - Kind Storm insights

Radio is part of the audio landscape. On average, Dutch people listen to the radio for about 2 hours a day, which is huge! It is therefore certainly a medium with which you can reach many people quickly. Although it is a mass medium, many listeners feel personally connected to a program or station. This sometimes makes it feel like a friendship. The combination of music and (personal) content is the power of radio. A lot is happening in the audio landscape, and radio is of course part of that.

Current radio market

Radio once originated to share information, radio plays were added later, and eventually, it became real entertainment. Nowadays, there are all kinds of forms, and distribution has widened:

  • FM – national stations, since the 2023 auction with a partly new division for commercial stations.

  • DAB+, dozens of digital stations, still regulated, just like FM.

  • Internet, no limitations. These can be themed channels belonging to the major stations, but also independent stations.

The listenership survey was updated in 2023. In addition to switching from passive to active measurement (via the MediaCell+ app from Ipsos), there are also more stations included in the survey: currently around 80. This also allows for more precise measurement and data is available more frequently. As an advertiser, you can use this in a smart way.

The landscape

There are several national sales houses that have radio in their portfolio or manage the sales:

  • Ster is the sales house for public broadcasting. This includes the stations NPO Radio 1, NPO Radio 2, NPO 3FM, NPO Klassiek, NPO Radio 5, and NPO FunX. NPO Radio 2 is the largest station here in terms of market share, and therefore also the largest in the Netherlands.

  • DPG Radio is known for Qmusic, now supplemented by JOE on FM and a number of digital stations. Qmusic is the reach leader in the Netherlands with over 4 million listeners per week and market leader in the commercial target groups 20-49 and 20-59.

  • Talpa focuses on the FM stations Radio 538, Radio 10, and Sky Radio, and of course, a range of online stations is also available here.

  • Mediahuis Radio: Radio Veronica, 100% NL, SLAM!, Sublime, and Sunlite. Not all of these stations are still audible nationally on FM after the auction: Veronica and 100% NL are, SLAM! only regionally in the Randstad, and Sublime only digitally.

  • FD Mediagroep with BNR, alongside NPO Radio 1 the news station of the Netherlands. Strong in the business segment and at C-level.

  • E-power with stations such as Arrow, Kink, MagicFM, and also larger regional stations. Mostly, these stations can be listened to via DAB+ or online.

In addition, there are also the regional broadcasters, which can also be bought as a whole via Ster.

Advertising

With audio, you can really make your brand resonate with your target group. It is important that you have one message, one thought, and one goal. The more you add to this, the harder it will be for the listener to understand. Audio can stimulate, move, and lingers on. People often listen to a station or show very consciously and often feel a personal connection.

Just like with TV, it is possible to advertise with spots starting from 5". In addition, you can also advertise in programs or via billboards. However, the latter two options are only possible on commercial stations.

In radio advertising, a sound logo can have strong added value. With the right and consistent use, this can immediately evoke an image and feeling with your consumers. The sound of Douwe Egberts or Unox is familiar to almost all of us.

Buying

Buying radio is slightly easier and more flexible than TV. Since the updated survey, more is also possible because data is more precise and frequently available. In addition, it is smart to buy early for major events, such as the Top 2000. Radio can also sell out, so the earlier, the better.

Brand or performance?

Radio is used for both brand awareness and performance. It is a powerful medium to create a feeling, but you can certainly communicate promotions well too. With the right strategy, you can also combine these successfully.

In short, radio is a strong medium in the media landscape where you can reach your target audience well through the right station choice. Would you like to know more about the exact implementation and which station(s) fit your brand? Please do not hesitate to contact us!



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