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Q: Radio stations in Sweden ( Answered,   0 Comments )
Subject: Radio stations in Sweden
Category: Reference, Education and News > General Reference
Asked by: stuart1234-ga
List Price: $200.00
Posted: 19 Jul 2005 12:10 PDT
Expires: 18 Aug 2005 12:10 PDT
Question ID: 545441
What is the market share for each radio station in Sweden?
I need to know the market share for each radio station individually,
not grouped together by networks or overall media companies. If you
would like to see an example of this information for another country,
I can send that to you.

Clarification of Question by stuart1234-ga on 20 Jul 2005 06:36 PDT
The data I'm looking for is the market or AQH share (average quarter
hour persons). This is different from the 'reach' number that is
generally reported by the stations and other sources.

Request for Question Clarification by blazius-ga on 21 Jul 2005 01:34 PDT
I have found 2004 statistics for the following 12 major radio
stations: P1, P2, P3, P4, Mix Megapol, NRJ, RIX FM, Fria Media, CITY
3, MTG Radio, SBS Radio and Hela Sverige.  The statistics describes
the market shares in different listener age segments.  I am not able
to find out if the data is AQH based.  The statistics method is
bescrived like this:

"[Xxxx] continuously tracks the radio audience in Sweden.  By our
standard method, all Swedish radio stations are measured 280 days of
the year (40 weeks), thus totalling a minimum of 80,000 annual CATI
interviews.  Findings for Sweden as a whole and for its three main
cities are reported four times a year.  Results for stations in other
areas are published twice a year.  Each report is based on a minimum
of 4,000 interviews in Stockholm, 2,000 in Gothenburg and Malmo, and
700 in other radio areas, respectively, from a target population that
includes all Swedes between the ages of 9 and 79.  RUAB uses a
stratified, random sample obtained from the National Registers via
SPAR/SEMA group.  Please see below for methodological specifics as
regards the test study described in this report.

As regards the questionnaire design in brief, all interviews commence
with aided-recall questions about radio listening activities within
the most recent week, month, and six months concerning those stations
that broadcast within the area in which a respondent lives.  After
this battery of questions, the respondent is asked next to detail his
or her radio listening in five-minute intervals for the time between
05:00 a.m. the previous day through 05:00 a.m. on the day of the
interview.  This battery of questions uses day-after recall, not aided
recall.  Again, to the extent that the present test deviates from
[Xxxx]?s standard model, please refer to the relevant sections below."

Would this kind of data answer your question?  If not, please post the
example of the information you need here.  (You cannot communicate
with Google Answers researchers privately, so the information should
either be posted here, or you could post a URL to the mentioned

Clarification of Question by stuart1234-ga on 21 Jul 2005 06:30 PDT
Thanks for your response. One way to tell if the data is 'share' vs.
'reach' is that if you total the 'share' up for all readio stations,
it will add up to no more than 100%. 'Reach' for all the radio
stations can add up to much more than 100% since people listen to many
different stations. The data I'm looking for is 'share' information.

Here is a link to the Arbitron website (US radio station data).
If you click on the "Topline Ratings" link on the right hand side of
the page, it will take you to a page where you can choose a city and
view share information.

Request for Question Clarification by blazius-ga on 21 Jul 2005 13:23 PDT
The recent statistics I have found give percentages that sometimes add
up to more than 100%, so I guess they are not useful to you.  I have
not been able to find freely available statistics that fits your

However, I have found references to (paper) reports that should
contain the information you are looking for.  These are published in
Swedish and have to be ordered at a cost of around US$50 per report -
for further details (sorry, most of the information is only available
in Swedish).

I am not able to progress further on this problem, and invite my
fellow researchers to look for any further information I could have

Request for Question Clarification by blazius-ga on 21 Jul 2005 13:26 PDT
Just after posting my last comment, I stumbled over the ratings data
you are looking for (referenced in an EU report).  However, these data
only cover the years 1996-2000.  Would they be of any use?

Clarification of Question by stuart1234-ga on 21 Jul 2005 15:48 PDT
Yes, the market share (not reach) information from 1996-2000 would be
helpful for me. I would consider that information and the links you
provided to Nordicom to have answered my question.
Subject: Re: Radio stations in Sweden
Answered By: blazius-ga on 22 Jul 2005 01:44 PDT
The market shares of the 15 major radio stations in Sweden for the
years 1996-2000 were:

                                            1996  1997  1998  1999  2000
Sveriges Radio P1                           11,1  10,0  10,2  10,6   9,7
Sveriges Radio P2                            1,7   1,4   1,7   1,9   1,7
Sveriges Radio P3                           12,8  12,4  11,6   1,7  10,5
Sveriges Radio P4                           31,8  32,6  32,2  34,0  31,9
NRJ                                          7,7   7,1   6,3   6,5   5,9
Mix Megapol                                  4,0   4,8   6,2   6,5   5,1
RIX FM                                       5,8   6,3   6,6   8,2   6,7
Fria Media                                   3,1   3,5   4,4   4,9   4,3
City 3                                       2,9   2,8   2,7   3,2   2,8
Lugna Favoriter                              5,8   6,5   5,9   6,6   7,1
Power Hit Radio                              3,3   3,6   4,0   7,1   7,2
Vinyl                                        3,6   3,1   3,6   4,9   4,7
Bandit 105.5 (replaced by Wow 105,5 in 1999) 4,3   3,9   3,4     -     -
Wow 105,5                                      -     -     -   2,8   2,5
Classic FM (closed in March 1997)            2,0   1,8     -     -     -
Sky Radio (established 1998, closed 1999)      -     -   1,3   1,1     -
All numbers are percentages, while "-" means that no data are
available.  The data was extracted from the document "Study on the
development of new advertising techniques" published by the EU
Directorate General for Audiovisual and Media Policy
pages 15-19).  The EU document acquired the data from RUAB
Radioundersökningar AB, a ratings agency owned by the Swedish Public
Service Radio and the organizations of Swedish commercial radio

As described above, more recent ratings data does not seem to be
freely available.  Such data can be bought directly from RUAB, or you
could buy the NORDICOM (Nordic Information Centre for Media and
Communications Research) reports "Sveriges Mediebarometer 2004" and
"MedieSverige 2004".  I have not been able to read these reports
myself, but the publisher?s blurbs are available at
 The information is only available in Swedish.

I believe this information should answer your question.  If not,
please request an answer clarification before you proceed to rate my

Search strategy on
I am a Norwegian, and thus don't have any trouble reading Swedish.  I
started to search for "statistik Sverige radio" (swedish for
"statistics Sweden radio"), which lead me to the RUAB web site.  The
publicly available information there was not what you were asking for,
but it gave me a list of the major Swedish radio stations.  I then
searched for "p1 p2 p3 p4 rix radio market", which lead me straight to
the information above.

Clarification of Answer by blazius-ga on 22 Jul 2005 01:46 PDT
I forgot to mention that the market shares are for Sweden as a whole,
for people aged 15 and up, listening between 06:00 and 23:00.
There are no comments at this time.

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