1 SURVEY ON LISTENING OF RADIO PROGRAMS ON THE TERRITORY OF SERBIA - OCTOBER Realized by: Client: Media Center Belgrade,

2 METHODOLOGICAL NOTES ­Period in which the survey was carried out: 24/10/ /10/2005 ­Territory: SERBIA without Kosovo ­Sample size: 5773 respondents aged between 10 i 70 years ­Population: (2002 Census of population) ­Survey method: Diary 7 days, panel sample, respondents themselves kept evidence about listening to radio at 15-minute intervals ­Correction of sample (post stratification) according to gender, age, region, type of settlement, education and nationality in the regions with mixed population ­Client: IREX ­Realization: Strategic Marketing

3 HOW MANY RADIO DEVICES DO YOU HAVE IN YOUR HOUSEHOLD? October 2005, SERBIA without Kosovo, Population 10 to 70 years of age Average: 1,68

4 DO YOU HAVE THE RADIO...? OCTOBER 2005, SERBIA without Kosovo, Population 10 to 70 years of age

5 HOW OFTEN, ON AVERAGE, DO YOU LISTEN TO RADIO? OCTOBER 2005, SERBIA without Kosovo, Population 10 to 70 years of age

6 YOU WOULD DEFINE YOURSELF AS A… OCTOBER 2005, SERBIA without Kosovo, Population 10 to 70 years of age

7 DO YOU LISTEN TO THE RADIO IN FOLLOWING PLACES? OCTOBER 2005, SERBIA without Kosovo, Population 10 to 70 years of age

8 HOW MANY DAYS A WEEK DO YOU LISTEN TO THE RADIO IN FOLLOWING PLACES...? OCTOBER 2005, SERBIA without Kosovo, Population 10 to 70 years of age

9 AVERAGE WEEKLY LISTENING RATES... OCTOBER 2005, SERBIA without Kosovo, Population 10 to 70 years of age Place Total population Only the ones who listen to the radio At home 4,82 days a week on average 4,38 days a week 5,5 days a week 5,08 days a week At work 1,2 days a week 1,15 days a week 4,99 days a week 4,80 days a week In the car 1,24 days a week 1,36 days a week 3,98 days a week 4,10 days a week

10 HOW MANY RADIO STATIONS ON AVERAGE DO YOU LISTEN TO DAILY? OCTOBER 2005, SERBIA without Kosovo, Population 10 to 70 years of age AVERAGE: 1,93

11 WHY WOULD YOU SWITCH TO OTHER RADIO STATION? OCTOBER 2005, SERBIA without Kosovo, Population 10 to 70 years of age

12 WHAT DO YOU CONSIDER A GOOD RADIO COMMERCIAL? OCTOBER 2005, SERBIA without Kosovo, Population 10 to 70 years of age

13 WHAT KIND OF PROGRAM ATTRACTS YOU THE MOST? OCTOBER 2005, SERBIA without Kosovo, Population 10 to 70 years of age

14 WHAT KIND OF MUSIC YOU LIKE TO LISTEN TO ON THE RADIO THE MOST? OCTOBER 2005, SERBIA without Kosovo, Population 10 to 70 years of age

15 WHAT KIND OF MUSIC YOU LIKE TO LISTEN TO ON THE RADIO THE MOST?

16 BEFORE YOU GO OUT SHOPPING, WHAT MEDIA YOU USE LAST FOR INFORMATION? OCTOBER 2005, SERBIA without Kosovo, Population 10 to 70 years of age

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20 Total weekly reach of radio is 90,84% of total audience (all who have listened to the radio at least 15 min during a week). One year ago, this rate was 93,95%. Average time spent listening – 165 minutes (last year: 182 minutes). GENERAL RESEARCH DATA... OCTOBER 2005, SERBIA without Kosovo, Population 10 to 70 years of age

21 DAILY RADIO AUDIENCE (in %) OCTOBER 2005, SERBIA without Kosovo, Population 10 to 70 years of age

22 DAILY RADIO AUDIENCE... (in %) OCTOBER 2005, SERBIA without Kosovo, Population 10 to 70 years of age

23 TIME SPENT LISTENING (by days)... OCTOBER 2005, SERBIA without Kosovo, Population 10 to 70 years of age

24 TIME SPENT LISTENING (by minutes)... OCTOBER 2005, SERBIA without Kosovo, Population 10 to 70 years of age

25 SURVEY RESULTS ON LISTENING RADIO STATIONS

26 Share of most important radio stations in total radio audience OCTOBER 2005, SERBIA without Kosovo, Population 10 to 70 years of age THIS DATA SHOWS THE SHARE OF THE MOST IMPORTANT RADIO STATIONS IN TOTAL RADIO AUDIENCE ON THE TERRITORY OF SERBIA WITHOUT KOSOVO. THE SHARE REPRESENTS THE VALUE BASED ON TOTAL AUDIENCE OF ONE RADIO STATION AND AVERAGE TIME SPENT LISTENING.

27 Total weekly REACH of the most listened radio stations (in%) OCTOBER 2005, SERBIA without Kosovo, Population 10 to 70 years of age

28 Total weekly REACH of the most listened radio stations (by number of listeners) OCTOBER 2005, SERBIA without Kosovo, Population 10 to 70 years of age

29 Average daily time spent listening (by minutes) OCTOBER 2005, SERBIA without Kosovo, Population 10 to 70 years of age

30 Total audience SHARE of the most listened radio stations OCTOBER , Belgrade (city), Population 10 to 70 years of age THIS DATA SHOWS THE SHARE OF THE MOST IMPORTANT RADIO STATIONS IN TOTAL RADIO AUDIENCE ON THE TERRITORY OF SERBIA WITHOUT KOSOVO. THE SHARE REPRESENTS THE VALUE BASED ON TOTAL AUDIENCE OF ONE RADIO STATION AND AVERAGE TIME SPENT LISTENING.

31 Total weekly REACH of the most listened radio stations (in %) OCTOBER 2005, Belgrade (city), Population 10 to 70 years of age

32 Average daily time spent listening (in minutes) OCTOBER 2005, Belgrade (city), Population 10 to 70 years of age

33 Contact: Milan Bjeloglav, Strategic Marketing Tel. 011/ , Darko Brocic Dragan Kremer, IREX Tel. 011/ , Dunja Zelenovic-Jovanovic, A Media Tel. 011/ ,