45% of Norwegians tune-in to digital radio
11.04.2014
- Norway 
Digital listening has grown significantly in the last quarter in Norway with 45% of all daily radio listeners tuning in via a digital platform.
Growth in listening occurs in the same period as three nationwide all-digital channels were released.
‘The ratings provide a good picture of the effect the new channels have had. Digital broadcasting allows you to easily establish new channels, thus offering more content to the country. Figures show that people like to get a wider choice and it is very good for both listeners and radio industry’, says Ole Jørgen Torvmark, general manager at Digitalradio Norge.
The survey is based on interviews made from October 2013 to March 2014. NRK P1+ was launched in October 2013, and both P6 Rock and Norwegian P13 was launched in January 2014.
‘The figures also reflect the large DAB radio sales that took place before Christmas. Many chains experienced big sale of radios this year and DAB radio was named the year's Christmas present’ said Ole Jørgen Torvmark.
The digital radio survey shows that 1,300,000 Norwegians hear digital radio daily.
Many older listeners
The biggest growth in listening has occurred in the oldest age group of 60+, where there is a growth of 14 percent. In the youngest age group listening has declined by 9 percentage points. The greatest growth of digital listeners are registered in Central Norway.
Traditional radio
The survey now shows that many listen to digital radio via the DAB network. The DAB network which is under development, together with radio via the internet and digital television is replacing FM network .
‘DAB listening has made a giant leap in the last quarter, an increase of 9 percentage points is a trend we have not seen before. This gives us confidence that Norwegians still like to hear the radio over traditional radio systems and that the vast channel selection on the DAB network is to everyone's taste’ said Ole Jørgen Torvmark.
Internet listening shows an increase of one percentage point while listening via digital TV grew by one percentage point.
Fewer listen to FM radio
The digital radio survey is conducted quarterly showing for the first time a clear decline in listening via traditional FM sets.
According to the survey, there are now 44 per cent of Norwegian households who now have a DABradio. This corresponds to approximately 1.6 million radio sets. More than 370,000 of these are car radios.
Digital survey is conducted continuously by TNS Gallup on behalf of the Digitalradio Norge.
Official measurement
‘This growth shows that we are well on track to reach the goal of 50 percent digital use by 2015. This is one of the prerequisites for the FM network to be shut off in 2017’ said Ole Jørgen Torvmark. Even if it is not met by then the FM network will be switched off regardless in 2019.
The digital radio survey is the official measurement of digital radio listening and is done in conjunction with the digitization of Norwegian radio. The survey is conducted continuously and measures the requirements set out in the White Paper # 8 2010/2011. The figures have been weighted against PPM, which is the official radiolistening figures for radio in Norway.
Read the article in Norwegian here: http://radio.no/2014/04/45-prosent-horer-digital-radio/