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Audience ratings spring 2018: Sam, Heidi & Wim has the best morning show listening rate among 18 to 44 year olds

On 27 June, the CIM announced the new audience ratings for the Flemish radio market, which were based on the renewed survey for the first time. The results cover the period from 2 January up to and including 6 May 2018.

Qmusic and Joe reach no less than 1.3 million listeners each day. Qmusic is the second largest channel in Flanders, with a market share of 12.4% among the general public (12+). Each day, the morning show Sam, Heidi & Wim reaches almost half a million listeners (492,000 - 12+) and is also the most listened to morning show among 18 to 44 year olds (the channel's target group) with a market share of 21.2%. Qmusic is also the most listened to channel at work (market share 22.3% for 12+). Joe also performs well among the general public with 8.9% (12+). Within the channel's target group 35-54, Joe scores 12.9%. The radio brands complement each other nicely: whereas Qmusic does well among 18 to 44 year olds, Joe does excellently among 35 to 54 year olds.

CIM cijfers




Wilfried Celis, Sales Director MEDIALAAN - de Persgroep Advertising: "Our two radio brands Qmusic and Joe are doing very well. Qmusic is again market leader in the morning and at work (18-44). Then again, Joe makes a big hit among the channel's target group 35-54. The advertising market can benefit from the fact that both of our radio brands now complement each other even more.”

An Caers, Radio Director: “Qmusic focuses on broad and popular music, the most sensational morning show and entertainment. We are very pleased that the results reflect this. Qmusic is happening in Flanders, not just on the radio, but also at all our events and on our online platforms. From next week, we will be moving to Ostend for the entire summer for our annual anchor programme: the Q-Beach House.”
Robin Vissenaekens, Joe's channel manager, adds: “Joe's excellent figures motivate us to go flat out in the coming months. At the beginning of August, Sven & Anke will be back in the morning and, in terms of music, we are looking forward to the Top 2000. We are continuously building on the biggest fan club of  dynamic listeners in their forties.”

More and faster figures The new CIM RAM (Radio Audience Measurement) is based on a renewed methodology. This ensures that from now on, there will be more audience figures, measurements are taken continuously and the figures will be available more quickly. There is also a focus on a renewed recruitment strategy through the addition of online panels and the survey is even more precise thanks to the digitisation of the questionnaire via a renewed site and app.

Interested in finding out exactly how the renewed methodology works? Discover it in this video.

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