Radio B92's ratings grows steadily

January 5, 2006

BELGRADE -- Thursday - Radio B92 is the only radio broadcaster in Serbia with a steady ratings growth.

Results of the most recent radio audience survey, commissioned by IREX, which supports media development, conducted by the Belgrade-based Strategic Marketing & Research agency, SMMRI, shows Radio B92 is by far the most-listened-to radio station in Belgrade. It also ranks second on the territory of Serbia closely following state-run Radio Belgrade.

Radio B92 has been the most popular radio broadcaster in the Belgrade metropolitan area for years now. As much as 23.5 percent of the Belgrade radio audience listens to Radio B92 for at least 15 minutes a day, which is seven percent more than is the case for its closest rival station – Radio S. Radio B92, also came out on top when it comes to radio stations' audience shares on the territory of Belgrade.

"Radio B92 ranks first with 13.9 percent, while Radio S trails behind having scored 8.36 percent," said Darko Brocic, AGB Strategic Research director.

"Radio B92's shares have grown when compared to the previous year when it was 12.82," he said, adding that, "Radio S has also improved its standing from 7.95 to 8.36. Radio Pink is third with 7.13, percent which is worse than in it was October 2004."

A large number of FM radio stations (between 500 and 1,000), said Brocic, has led to a slump of Serbia's most-listened-to Radio Belgrade audience share to only five percent. In terms of total radio audience in Serbia, Radio B92 is in the second place. "Radio Belgrade One tops the list since its total weekly audience amounts to around 805,000 listeners," commented Brocic. "B92 follows behind Radio Belgrade with 550,000 listeners."

The radio audience survey was conducted in October on the territory of Serbia, excluding Kosovo. About 6,000 respondents of differing gender, age, education and ethnic backgrounds took part in the survey.

This article was originally published by b92, Belgrade, Serbia