Radio – the most trusted media in Europe
Radio has been recognized as the most trusted media in Europe, thanks to its ability to provide clear and reliable information in real time. Listeners value its independence, accessibility, and ability to stay connected with the most relevant events in society. Radio has always been a reliable source of information, building a strong bond of trust between the audience and the media.
Radio – a mass media
Data source: KANTAR, Radio Audience Research, Winter - Spring 2025
Target group: Residents of Latvia (aged 16 to 74)
Radio – the most trusted media 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 media across all age groups
Data source: KANTAR, Radio Audience Research, Winter - Spring 2025
Target group: Residents of Latvia (aged 16 to 74)
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 18.1% among Latvian residents. On average, each radio listener tunes in for 2 hours and 56 minutes per day.
Data source: KANTAR, Radio Audience Research, Winter - Spring 2025
Target group: Residents of Latvia (aged 16 to 74)
Audience of commercial radio station groups in Latvia
Daily audience – Reach Daily, Weekly audience - Reach
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 228 thousand people, which is 15% of the population of Latvia aged 16 to 74. Every week 602 thousand or 40% of the population of Latvia aged 16 to 74 listen to one or more SKONTO MEDIA GROUP radio stations.
Data source: KANTAR, Radio Audience Research, Winter - Spring 2025
Target group: Residents of Latvia (aged 16 to 74)
Listener flow of commercial station groups during the day
SKONTO MEDIJU GRUPA offers the largest audience in Latvia, with more than 55,000 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, 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
Data source: KANTAR, Radio Audience Research, Winter - Spring 2025
Target group: Residents of Latvia (aged 16 to 74)
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.
Data source: KANTAR, Radio Audience Research, Winter - Spring 2025
Target group: Residents of Latvia (aged 16 to 74)
