Radio listenership

    Total urban listenership increased this fall by 5 percent year-on-year, but dropped 0.3 percent since spring 2007. Bucharest listenership rose 2.3 percent, while the national figure increased by 4.4 percent, leading Europa FM to surpass the SBS Broadcasting operated Kiss FM in terms of urban listenership, the latter having led in the same period last year by two percentage points.

Third urban place remains with Radio Romania Actualitati, with 14.1 percent, followed by Radio 21, at 10.9 percent, and Pro FM, with 7.2 percent.

Radio 21 claims 25.4 percent of Bucharest’s listeners, followed by Radio Romania Actualitati, with 18.1 percent, Kiss FM (14 percent), Pro FM (9.1 percent), Europa FM (8.5 percent), Romantic FM (5.9 percent), and Radio Guerrilla (3.8 percent).

Public radio continues to dominate throughout the country, with a daily 14.5 percent listenership, and next highest audiences going to Europa FM, at 12.3 percent, Kiss FM (12.3 percent), and Radio 21 (7.8 percent).

The study was carried out from 3 September – 28 October 2007 by marketing and polling companies, IMAS – Marketing si Sondaje SA and Mercury Research SRL. The results are based on 8,116 interviews in urban areas, of which 2,026 in Bucharest alone, while countrywide interviews involved 10,446 persons.