THE MOSCOW, RUSSIA RADIO MARKET

by
GRANT GODDARD
www.grantgoddard.co.uk
June 1996
WEEKLY REACH (= cume)

Station May-Jun 1996 Feb-Mar 1996 Oct-Nov 1995 Apr-May 1995 Sep-Oct 1994 May 1993 Dec 1992
# % '000 # % '000 # % '000 # % '000 # % '000 # % # %
Rossii [state] 1 54.3 3703 1 53.5 3650 1 55.5 3780 1 56.4 3968 2 37.5 2775 1 48 1 51
Mayak [state] 2 42.4 2888 2 44.6 3038 2 46.3 3154 2 43.6 3073 1 40.2 2975 2 41 2 47
Europa Plus 3 36.4 2484 3 35.0 2384 3 38.2 2606 3 35.8 2520 3 34.8 2575 3 21 3 15
Russkoye Radio 4 21.8 1483 4 21.0 1429 7 15.3 1041 -- ---- ---- -- ---- ---- -- -- -- --
Nostalgie 5 18.0 1227 5 20.6 1406 4 19.5 1331 5 16.8 1183 5 12.0 888 7 7 7 4
Maximum 6 16.0 1094 7 15.0 1020 9 15.1 1029 8 13.8 973 8 10.3 762 10 6 9 <1
Radio On 7 Hills 7 14.9 1019 12 11.2 764 13 8.6 584 14 6.2 438 13 5.0 370 11 3 9 <1
M Radio 8 14.6 994 6 15.7 1072 5 16.6 1130 4 19.7 1387 4 19.6 1450 4 12 5 9
Autoradio 9 14.4 978 8 13.7 936 7 15.3 1041 7 14.3 1007 10 9.0 666 -- -- -- --
Otkrytoye 10 13.4 912 11 11.5 783 11 11.3 771 12 8.4 593 20 2.5 185 -- -- -- --
Radio 1 11 13.4 910 10 11.8 804 10 13.1 891 6 14.9 1052 11 7.0 518 6 8 9 <1
Ekho Moskvy 12 11.0 748 9 12.0 820 6 15.3 1046 9 12.3 869 7 11.4 844 7 7 6 8
Delovaya Volna 13 10.2 692 15 8.3 564 17 7.2 491 15 4.9 345 17 3.1 229 -- -- -- --
Radio 101 14 9.6 657 13 8.9 604 12 10.7 727 10 12.2 856 6 11.5 851 7 7 9 <1
Silver Rain 15 9.0 611 14 8.5 582 16 7.6 520 -- ---- ---- -- ---- ---- -- -- -- --
Nadezhda 16 5.9 401 16 6.8 462 13 8.6 584 13 7.7 542 12 5.8 429 -- -- -- --
Retro 17 4.7 323 29 0.5 33 -- ---- ---- -- ---- ---- -- ---- ---- -- -- -- --
Unost [state] 18 4.7 321 17 5.8 394 15 8.3 564 11 9.1 638 9 10.2 755 5 10 4 14
Roks 19 4.2 289 18 4.4 298 18 5.1 349 16 4.8 336 14 4.1 303 11 3 8 3
Liberty 20 3.8 261 19 4.2 287 19 4.0 274 17 4.7 331 16 3.2 237
BBC World Service 21 3.0 207 21 3.1 215 22 2.6 177 18 4.0 283 17 3.1 229
Voice of America 22 3.0 205 20 3.5 238 20 3.1 213 21 2.3 159 15 3.3 244
Prestizh 23 2.5 171 24 1.6 112 26 1.2 82
Podmoskovye 24 2.3 160 26 1.5 105 21 2.7 184 20 2.7 190 -- ---- ----
Panorama 25 2.2 148 23 1.9 128 23 2.5 170 19 3.7 260 19 2.9 215
Radonezh 26 1.2 81 22 2.3 155 25 1.6 108
Deutsche Welle 27 1.1 76 25 1.6 109 24 2.2 153 22 2.0 140 21 1.4 104
Klassic 28 1.0 70 -- ---- ---- -- ---- ---- -- ---- ---- -- ---- ----
Blagovest 29 0.9 65 31 0.3 24 -- ---- ---- -- ---- ---- -- ---- ----
Art 30 0.9 58 30 0.4 27 29 0.5 34 -- ---- ---- -- ---- ----
Moya Volna 31 0.8 56 27 1.2 79 -- ---- ---- -- ---- ----- -- ---- ----
Vozrozhdeniye 32 0.6 42 28 1.1 73 27 1.0 68 23 1.5 105 -- ---- ----
Radio France Intnl 33 0.3 19 -- ---- ---- 33 0.3 17
Radiostation Cnter 34 0.3 18 34 0.2 11 -- ---- ---- -- ---- ----- -- ---- ----
The Moscow, Russia Radio Market: June 1996 page 2
1996 Grant Goddard
TOTAL HOURS LISTENED PER WEEK (= share)

Station rank weekly average daily total '000
# reach listening hrs listened
'000 mins. per week

Rossii [state] 1 3703 273 117941
Mayak [state] 2 2888 219 73788
Europa Plus 3 2484 192 55642
Russkoye Radio 4 1483 221 38237
Maximum 5 1094 222 28335
Autoradio 6 978 225 25673
Nostalgie 7 1227 178 25481
Radio On 7 Hills 8 1019 202 24014
M Radio 9 994 190 22034
Ekho Moskvy 10 748 219 19111
Radio 1 11 910 170 18043
Otkrytoye 12 912 160 17024
Delovaya Volna 13 692 158 12756
Silver Rain 14 611 168 11976
Radio 101 15 657 120 9198
The Moscow, Russia Radio Market: June 1996 page 3
1996 Grant Goddard
DURATION OF LISTENING (= TSL)

weekdays weekends

Station rank ave. mins. listened Station rank ave. mins. listened
# per weekday # per weekend day

Panorama 1 312 Ekho Moskvy 1 348
Rossii 2 255 Silver Rain 2 341
Autoradio 3 233 Rossii 3 328
Retro 4 227 Maximum 4 290
Russkoye 5 219 Radio On 7 Hills 5 279
Mayak 6 206 Unost 6 264
Maximum 7 200 Rakurs 7 255
Europa Plus 8 186 Mayak 8 253
M Radio 8 186 Nostalgie 9 234
Klassik 10 176 Deutsche Welle 10 233
Radio 1 11 170 Russkoye 11 227
Radio On 7 Hills 12 167 Europa Plus 12 209
The Moscow, Russia Radio Market: June 1996 page 4
1996 Grant Goddard
AUDIENCE CROSS-TABULATION (= cross-cume)


Of the total listeners to Radio Of listeners to these other radio
On 7 Hills, the following stations, the following
percentages also listen to percentages also listen to Radio
these other radio stations: On 7 Hills:

Europa Plus 45.2 % Silver Rain 29.1 %
Russkoye 27.8 % Radio 101 29.1 %
Maximum 26.3 % Otkrytoye 27.5 %
Rossii 20.2 % Maximum 21.0 %
Nostalgie 19.5 % M Radio 20.0 %
Otkrytoye 18.7 % Autoradio 17.3 %
M Radio 18.3 % Nostalgie 16.5 %
The Moscow, Russia Radio Market: June 1996 page 5
1996 Grant Goddard
PLACE OF LISTENING

@home @office in-car

Europa Plus 67 % 14 % 19 %
Radio On 7 Hills 65 13 22
Russkoye 66 12 22
Maximum 68 11 21
Nostalgie 70 9 20


The Moscow, Russia Radio Market: June 1996 page 6
1996 Grant Goddard
AVERAGE DAILY LISTENING

Maximum 222 minutes
Russkoye 221
Radio On 7 Hills 202
Europa Plus 192
Nostalgie 178




The Moscow, Russia Radio Market: June 1996 page 7
1996 Grant Goddard
SEX INDEX

Men Women

Radio On 7 Hills 132 75
Maximum 132 75
Russkoye 122 83
Nostalgie 122 83
Europa Plus 118 86



The Moscow, Russia Radio Market: June 1996 page 8
1996 Grant Goddard
AGE INDEX

16-19 20-24 25-39 40-54 >54

Russkoye 191 240 166 73 13
Nostalgie 140 132 158 112 25
Radio On 7 Hills 204 184 157 94 15
Europa Plus 199 179 149 96 23
Maximum 422 308 134 43 3

The Moscow, Russia Radio Market: June 1996 page 9
1996 Grant Goddard
HOUSEHOLD INCOME INDEX

<400 401-900 >900 rbls per capita

Radio On 7 Hills 42 98 178
Maximum 39 68 176
Russkoye 53 95 175
Nostalgie 59 110 168
Europa Plus 56 101 165



The Moscow, Russia Radio Market: June 1996 page 10
1996 Grant Goddard
EMPLOYMENT INDEX

working student non-working pensioner

Nostalgie 119 127 130 26
Europa Plus 116 173 132 20
Russokye 115 183 138 15
Radio On 7 Hills 114 186 138 18
Maximum 104 344 126 5



The Moscow, Russia Radio Market: June 1996 page 11
1996 Grant Goddard
EDUCATION INDEX

<secondary secondary higher

Maximum 30 98 122
Radio On 7 Hills 36 110 105
Europa Plus 50 113 96
Nostalgie 26 120 92
Russkoye 47 121 86
The Moscow, Russia Radio Market: June 1996 page 12
1996 Grant Goddard
GENRE PREFERENCES INDEX

Europa Russkoye Maximum Nostalgie Radio 7

news 105 99 98 105 105

political/publicist 72 56 45 77 69

educational, science 77 48 56 104 106
& popular

economic 118 123 106 126 154

music 118 117 120 119 117

music charts 187 202 259 139 198

sports 131 132 133 144 139

request concerts 109 125 99 88 107

radio performances 63 48 29 74 63
& drama

humorous & 128 142 143 107 148
entertainment

concerts & 182 220 283 151 315
radio games

The Moscow, Russia Radio Market: June 1996 page 13
1996 Grant Goddard
MUSICAL PREFERENCES INDEX

Europa Russkoye Maximum Nostalgie Radio 7

Classical music 87 68 70 105 92

Western Rock 183 156 256 207 221

Western Jazz 140 128 206 188 192

Western rock'n'roll 179 162 250 189 215

Western hard rock 168 132 272 155 196

Western pop music 183 149 206 176 182

Western dance music 205 209 471 160 231

Russian pop music 144 170 135 122 136

Russian dance music 219 306 397 161 252
The Moscow, Russia Radio Market: June 1996 page 14
1996 Grant Goddard
MUSICAL PROGRAMMES OF WHICH RADIO STATION DO YOU LIKE MOST OF ALL?

Europa Plus 16.7 %
Russkoye 10.0
Nostalgie 8.0
Mayak 7.5
Maximum 5.4
Autoradio 4.9
Radio On 7 Hills 3.2
M Radio 2.5
Ekho Moskvy 2.1


The Moscow, Russia Radio Market: June 1996 page 15
1996 Grant Goddard
PUBLICIST & NEWS PROGRAMMES OF WHICH RADIO STATION DO YOU LIKE MOST OF ALL?

Mayak 16.1 %
Rossii 7.2
Europa Plus 6.9
Ekho Moskvy 5.0
Russkoye 3.9
Otkrytoye 3.6
Maximum 3.5
Autoradio 2.9
Delovaya Volna 2.4
Radio On 7 Hills 2.2


The Moscow, Russia Radio Market: June 1996 page 16
1996 Grant Goddard
The Moscow, Russia Radio Market: June 1996 page 17
1996 Grant Goddard
STYLE OF WHICH RADIO COMMENTATOR [ie: DJ] DO YOU LIKE MOST OF ALL?

Europa Plus 16.2 %
Mayak 6.4
Russkoye 5.6
Rossii 4.6
Maximum 4.4
Ekho Moskvy 3.7
Autoradio 3.6
Nostalgie 3.2
M Radio 2.4
Radio On 7 Hills 2.3



data: ComCon2



Grant Goddard is a media analyst / radio specialist / radio consultant with thirty years of experience in the broadcasting industry, having held senior
management and consultancy roles within the commercial media sector in the United Kingdom, Europe and Asia. Details at http://www.grantgoddard.co.uk