Radio – the most trusted medium in Europe
Radio is recognized as the most trusted medium in Europe due to its ability to provide clear and reliable information in real time. Listeners value its independence, accessibility, and its ability to stay connected to current societal events. Radio has always been a reliable source of information, building a strong bond of trust between the audience and the medium.
Radio – a mass media
Data source: KANTAR, Radio Audience Research, Spring 2024 – Summer 2024
Base: all respondents (ages 16-74), n=4500
Radio – the most trusted medium in Europe,
showing the highest trust ratings in 26 out of 37 (70%) European countries included in the study.
Source of data: EBU based on Eurobarometer 96.
EBU Media Intelligence Service – Trust in Media 2022
Radio — a favorite medium across all age groups
Data source: KANTAR, Radio Audience Research, Spring 2024 – Summer 2024
Base: all respondents (ages 16-74), n=4500
Reach % – total percentage of radio listeners in the target group on an average week
Reach % Daily – total percentage of radio listeners in the target group on an average day
Commercial radio station groups’ audiences in Latvia
SKONTO MEDIJU GRUPA is the most listened-to commercial radio station group in Latvia, with a listening share of 19.5% among Latvian residents. On average, each radio listener tunes in for 2 hours and 48 minutes per day.
Target group: Residents of Latvia (ages 16 to 74)
Data source: KANTAR, KANTAR, Radio Audience Research, Spring 2024 – Summer 2024
Audience of commercial radio station groups in Latvia
Daily audience – Reach Daily
SKONTO MEDIA GROUP ranks 1st in Latvia also by the number of regular listeners.
Every day, one or more SKONTO MEDIA GROUP radio stations are listened to by 260 thousand people, which is 17.2% of the population of Latvia aged 16 to 74.
Target group: Residents of Latvia (ages 16 to 74)
Data source: KANTAR, Radio Audience Survey, Spring 2024 – Summer 2024
Commercial radio station group audiences in Latvia
Weekly audience – Reach
SKONTO MEDIA GROUP ranks 1st in Latvia by weekly listener numbers.
Every week, one or more SKONTO MEDIA GROUP radio stations are listened to by 660 thousand people, which is 43.5% of the population in Latvia aged 16 to 74.
Target group: Residents of Latvia (ages 16 to 74)
Data source: KANTAR, Radio Audience Research, Spring 2024 – Summer 2024
Listener flow of commercial station groups during the day
SKONTO MEDIJU GRUPA offers the largest audience in Latvia, with up to 60,000 listeners on average per advertising spot.
AQH (‘000) – average number of listeners (in thousands) of commercial radio station groups within the target group during a specific time interval
SKONTO MEDIJU GRUPA – RADIO SKONTO, RADIO TEV, RADIO SKONTO PLUS, LOUNGE FM 99.5
EHR Media Group – EHR (European Hit Radio), EHR Russkie Hiti, EHR SuperHits, EHR Latviešu Hiti, RETRO FM
Radio SWH Group – Radio SWH, SWH +, SWH Gold, SWH Rock, SWH Spin, SWH LV
Star FM Group – Radio Star FM, TOP RADIO
Target group: Latvian residents (ages 16 to 74)
Data source: KANTAR, Radio Audience Research, Spring 2024 – Summer 2024
Commercial radio station groups’ daytime audience overlap
In Latvia, on average, one radio listener tunes into 2 radio stations. Therefore, when planning a radio communication campaign, it is important to consider the audience overlap. This allows a brand to create the most effective advertising campaign both in terms of audience reach and investment efficiency.
Results from the Radio Audience Study conducted by KANTAR in Latvia show that by combining SKONTO MEDIJU GRUPA with any other group for delivering the brand message, SKONTO MEDIJU GRUPA offers a significantly larger unique audience size.
All residents of Latvia aged 16 to 74 years.
Total in Latvia: 1,521,000
Data source: KANTAR, Radio Audience Study, Spring 2024 – Summer 2024
