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Radio does not lose ground among the Ukrainians

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The Radio Committee published the research data of the first radio listening wave in 2015 in the urban communities exceeding 50 thousand of residents.

The first radio listening wave resulted in the leadership of Hit FM radio station, which ranks first in terms of ratings and coverage. The second best among the top 10 by ratings became the radio Chanson and the third was the Russian Radio Ukraine. The top three by average weekly coverage, along with Hit FM and radio Chanson, was also represented for the first time by the radio station Lux FM.

This is according to the first wave of the study run by GfK and commissioned by the Radio Committee Cross-Industry Group. The survey was conducted from February, 2 to April, 19 in 2015. It involved the Ukrainian residents aged 12-65, living in the urban communities exceeding 50 000 people. The sample covered 12424 respondents.

We shall recall that as of the first wave in 2015, the Radio Committee suspended the radio listening research in 14 urban localities of Donetsk and Lugansk regions.

In contrast to the fourth wave in 2014, the radio Chanson in terms of ranking dropped to the second position, and Hit FM is back on the top. The Russian Radio Ukraine remains third.

In terms of coverage the third best became the radio Lux FM, and the Russian Radio Ukraine moved to the fourth position. The holders of the first and second positions remained unchanged.

It is important to clearly and thoroughly respond to all the requests and demands of the audience. Given the complicated situation in the country, today it is important not only music content, but also the software solutions, according to Vitaly Drozdov, music producer of TAVR-Media.

According to him, it’s important for the radio stations like Hit FM and the Russian Radio Ukraine to launch programs supporting the army and other projects consistent with reality. In particular, within the Hit FM’s project A Drawing for a Soldier, the radio presenters encouraged parents and children to create drawings for the military, delivered to the front by volunteer Alexey Mochanov. The Russian Radio Ukraine was first to launch the project on air Hello Army, i.e. it was opened a special line for wishes to the Ukrainian military.

The results of Lux FM satisfied Evgeny Feshak, its producer: Lux FM is a radio station that forges ahead. We continuously monitor trends in the public mood, forming the content in accordance with it. Holding true to the entertaining format, we are doing our best to be even more interesting, sharper and funny. The results of our efforts are illustrated by the growth trend of the main success indicators of the radio Lux FM .

 

In general, this new wave radio study evidences an increase in listeners with above-average income. Compared to the previous waves of the study, people with earning over UAH 6000 started listening to the radio more actively. The number of active buyers among the listeners also increased, i.e. those directly involved in purchasing. Radio has been actively listened to by married men who own a car.

The peak of listening radio accounts for morning and afternoon slots, i.e. from 9 to 17 o’clock. In this period of time people listen to it at work and driving cars. But still the largest share of radio listeners remains among those accustomed to listening to it at home.

The new wave shows a good trend. The radio listening is regular, what means that it has too strong positions as for the consumer of media content in general,as Oksana Shavel,Marketing director of Tavr, summarizes.

 

The Radio Research is conducted by GfK Ukraine by means of computerized phone survey of radio listening for the previous day, called Day after recall CATI (DAR CATI), and commissioned by the Radio Committee Cross-Industry Group. The survey was conducted in the Ukrainian urban communities exceeding 50,000 residents aged 12-65. The data of the present research wave cover the period from February, 2 to April, 19 in 2015.

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