Normally, summer is not a good season for radio listening in Norway, but the radio industry expects that this year things will be different. The reason: the corona crisis.
- Because of travel restrictions few Norwegians will travel abroad for holiday. More time spent at home, in the car or in the second home will mean Norwegians are likely to listen more to radio, Bauer Media (Norway) states in a news letter.
Ragnhild Herlofsen in Nielsen Media, the company responsible for the official Norwegian listening numbers, also thinks that this holiday period will be different, and this might influence listening numbers:
- Fewer Norwegians travelling abroad during the summer, may give the radio listening a boost, Herlofsen says. Normally almost 50 % of all Norwegians travel to a different country for a period during the summer.
Bauer`s optimistic statement comes as the listening numbers are almost back to normal, with a positive twist. Daily reach is at the same level as before the corona crisis, but listening minutes are higher meaning total listening is actually higher. One of the reasons is an increased listening to NRK`s news channel, Alltid Nyheter.
The corona crisis has hit media advertising hard, with many media outlets reporting of a significant drop in advertising revenue. Several radio stations have cut staff, mostly in furloughs.
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