DigiMig - The Research Project on the Migration of Digital Radio Use DIGITAL RADIO USE IN SWITZERLAND Trend analysis autumn 2018 Atelier Radiophonique Romand (ARARO), 15 February 2019 Philippe Zahno, GT DigiMig – digital migration Working Group DIGIMIG - the research project on the digital migration of radio usage in Switzerland

Switzerland increasingly listens to digital radio DigiMig - The Research Project on the Migration of Digital Radio Use Switzerland increasingly listens to digital radio Digital radio is on the rise. 64% of radio usage is already digital... Radio usage volume (in percent) by type of reception 49% 51% Autumn 2015 Digital Analog 53% 47% Spring 2016 Digital Analog 54% 46% Autumn 2016 Digital Analog Spring 2017 57% 43% Digital Analog Autumn 2017 61% 39% Digital Analog Digital Analog Spring 2018 63% 37% Digital Analog Autumn 2018 64% 36% Source: GfK Switzerland, DigiMig survey, n(2015/2)=2'453, n(2016/1)=2'526, n(2016/2)=2'531, n(2017/1)=2'504, n(2017/2)=2'519, n(2018/1)=2'673, n(2018/2)=2'761 DIGIMIG - the research project on the digital migration of radio usage in Switzerland

Switzerland increasingly listens to digital radio DigiMig - The Research Project on the Migration of Digital Radio Use Switzerland increasingly listens to digital radio ...and DAB+ remains the most important digital vector. It accounts for 33% of radio usage. Radio usage volume (in percent) by type of reception 26% 23% 51% 26% 27% 47% 28% 26% 46% 25% 32%* 43% 27% 34% 39% 29% 34% 37% 31% 33% 36% Autumn 2015 Spring 2016 Autumn 2016 Spring 2017 Autumn 2017 Spring 2018 Autumn 2018 Radio use via TV (6% of total use) is assigned to the Internet/Digital category. *Significant change compared to previous wave Source: GfK Switzerland, DigiMig survey, n(2015/2)=2'453, n(2016/1)=2'526, n(2016/2)=2'531, n(2017/1)=2'504, n(2017/2)=2'519, n(2018/1)=2'673, n(2018/2)=2'761 DIGIMIG - the research project on the digital migration of radio usage in Switzerland

Radio use by language region DigiMig - The Research Project on the Migration of Digital Radio Use LANGUAGE REGION Radio use by language region The situation in German-speaking Switzerland remains stable. In Latin Switzerland, IP radio in particular has developed in the recent past and thus remains the most important digital reception vector there. Radio usage (in percent) by reception type and language region SI DS SR 24 52 26 28 46* 27 28 45 24 33 43 26 36 38 29 35 36 29 35 36 33 19 48 28* 23 49 30 25 45 28 29 43 31 26 43 31 30 39 36 30 18 52 52 28 20 28 20 52 28 22 50 27 22 51 30 29* 41* 34 25 27 39 39 Autumn 2015 Spring 2016 Autumn 2016 Spring 2017 Autumn 2017 Spring 2018 Autumn 2018 Autumn 2015 Spring 2016 Autumn 2016 Spring 2017 Autumn 2017 Spring 2018 Autumn 2018 Autumn 2015 Spring 2016 Autumn 2016 Spring 2017 Autumn 2017 Spring 2018 Autumn 2018 *Significant change compared to previous wave Source: GfK Switzerland, DigiMig survey, n(2015/2)=2'453, n(2016/1)=2'526, n(2016/2)=2'531, n(2017/1)=2'504, n(2017/2)=2'519, n(2018/1)=2'673, n(2018/2)=2'761; (n[DS, 2018/2]=1'659, n[SR, 2018/2]=762, n[SI, 2018/2]=340) DIGIMIG - the research project on the digital migration of radio usage in Switzerland

DigiMig - The Research Project on the Migration of Digital Radio Use AGE Radio use by age Digital radio now accounts for at least 60% of usage in every age segment Radio usage (in percent) by reception type and age groups 15-34 35-54 55+ 34 24 42 40* 22 38 42 22 36 33* 30* 37 38 36* 26 41 32 27 45 28 21 51 30 24 46* 28 24 48 31 27 42* 31% 29% 40% 34 31 35 30 20 25 55 15 32* 53 18 31 51 15 37* 48 18 36 46 19 38 43 23 37 31 28 40 39 27 Autumn 2015 Spring 2016 Autumn 2016 Spring 2017 Autumn 2017 Spring 2018 Autumn 2018 Autumn 2015 Spring 2016 Autumn 2016 Spring 2017 Autumn 2017 Spring 2018 Autumn 2018 Autumn 2015 Spring 2016 Autumn 2016 Spring 2017 Autumn 2017 Spring 2018 Autumn 2018 *Significant change compared to previous wave Source: GfK Switzerland, DigiMig survey, n(2015/2)=2'453, n(2016/1)=2'526, n(2016/2)=2'531, n(2017/1)=2'504, n(2017/2)=2'519, n(2018/1)=2'673, n(2018/2)=2'761; (n[15-34, 2018/2]=765, n[35-54, 2018/2]=965, n[55+, 2018/2]=1'031) DIGIMIG - the research project on the digital migration of radio usage in Switzerland

SEXY. Radio use by gender Minor differences in hearing behaviour between the two sexes Radio usage (in percent) by reception type and gender man woman 28% 24% 49% 26% 27% 47% 28% 27% 45% 25% 31% 44% 26% 33% 41% 31%* 33% 36%* 31% 34% 35% 25% 23% 53% 27% 26% 48%* 27% 25% 48% 25% 33%* 42%* 28% 34% 38% 27% 35% 38% 30% 32% 38% Autumn 2015 Spring 2016 Autumn 2016 Spring 2017 Autumn 2017 Spring 2018 Autumn 2018 Autumn 2015 Spring 2016 Autumn 2016 Spring 2017 Autumn 2017 Spring 2018 Autumn 2018 *Significant change compared to previous wave Source: GfK Switzerland, DigiMig survey, n(2015/2)=2'453, n(2016/1)=2'526, n(2016/2)=2'531, n(2017/1)=2'504, n(2017/2)=2'519, n(2018/1)=2'673, n(2018/2)=2'761; (n[m, 2018/2]=1'417, n[w, 2018/2]=1'344) DIGIMIG - the research project on the digital migration of radio usage in Switzerland

Radio usage by usage site PLACE OF USE Radio usage by usage site The lion's share of radio use takes place at home (62%). Radio usage (in percent) by reception type and usage location 62% Home 19% work FACTS Shown is the total radio usage with stationary and mobile devices by usage location 11% car 3% sports 3% On the way Other places Source: GfK Switzerland, DigiMig survey, n(2018/2)=2,761 DIGIMIG - the research project on the digital migration of radio usage in Switzerland

Radio usage by usage location and reception type PLACE OF USE Radio usage by usage location and reception type DAB+ has grown particularly strongly in the car and already accounts for 40% of the usage volume there. Radio usage (in percent) by reception type and usage location -15 +8 change compared to 2015/2 +7 33% 32% 35% Home -16 +8 +9 work 32% 34% 34% FACTS -22 +20 The lion's share of DAB+ use (61% of total DAB+ use) takes place at home. But in the other places (workplace and car) DAB+ has grown stronger in the last three years (relatively speaking). car 55% 40% 5% sports On the way Use in the car: The DAB+ share has doubled compared to three years ago and now accounts for 40% of the volume of radio listening in the car. Other places Source: GfK Switzerland, DigiMig survey, n(2018/2)=2,761 DIGIMIG - the research project on the digital migration of radio usage in Switzerland

Personal ranges of the reception vectors 1 out of 5 Swiss is still a FM-only user, 1 out of 3 is a "digital-only" listener Range of reception vectors (in percent), 2018/2 FACTS change compared to 2015/2 Analogue (FM) Σ= 57% 18% 70% of the population use digital radio (DAB+ or IP/TV). 31% exclusively use digital radio. The share of "Digital Only" listeners has grown strongly (+13 percentage points [PP]) compared to three years ago (autumn 2015), mainly thanks to DAB+. 57% still use analogue radio. This is a decrease of 18 PP compared to three years ago. 18% use only FM and no other vector. 45% use DAB+. 10% exclusively use DAB+. The proportion of "DAB+ only" listeners has doubled in three years. In relative terms, the "DAB+-only" group is thus the group that has grown the most in these three years. 48% use IP radio or radio via TV, but only 8% use IP or TV exclusively. 18 -6 12% 16% -3 11% -6 -1 IP/TV Σ= 48% DAB Σ= 45% 10% 12% 8% +5 +6 +2 +1 +5 +0 +3 Not allocable: 3% No radio: 9%. Source: GfK Switzerland, DigiMig survey, n(2018/2)=2,761 DIGIMIG - the research project on the digital migration of radio usage in Switzerland

Development of personal reach over time DigiMig - The Research Project on the Migration of Digital Radio Use ranges Development of personal reach over time Twice as many digital-only listeners as 3 years ago (31% versus 16%), while FM-only listenership shrank by a third (from 24% to 18%) Radio usage volume (in percent) by type of reception 6% 5% 7% 7% 8% 8% 9% DIGITAL ONLY DIGITAL ONLY DIGITAL ONLY DIGITAL ONLY 16% 51% 24% 19% 50% 23% DIGITAL ONLY DIGITAL ONLY DIGITAL ONLY 21% 47% 22% 24% 43% 22% 26% 42% 21% 28% 43% 18% 31% 39% 18% FM + DIGITAL FM + DIGITAL FM + DIGITAL FM + DIGITAL FM + DIGITAL FM + DIGITAL FM + DIGITAL FM ONLY FM ONLY FM ONLY FM ONLY FM ONLY FM ONLY FM ONLY Autumn 2015 Spring 2016 Autumn 2016 Spring 2017 Autumn 2017 Spring 2018 Autumn 2018 *Significant change compared to previous wave Source: GfK Switzerland, DigiMig survey, n(2015/2)=2'453, n(2016/1)=2'526, n(2016/2)=2'531, n(2017/1)=2'504, n(2017/2)=2'519, n(2018/1)=2'673, n(2018/2)=2'761 DIGIMIG - the research project on the digital migration of radio usage in Switzerland

DigiMig - The Research Project on the Migration of Digital Radio Use KEY MESSAGES Radioland Switzerland goes digital 64% Digital +15 in 3 years 33% From "Total" is DAB+ <40% FM in all language regions ≥60% Digital in all age segments 18% are still FM-only listeners 40% the use in the car is DAB+- DIGIMIG - the research project on the digital migration of radio usage in Switzerland