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ATRESMEDIA
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ANNUAL AND CORPORATE RESPONSIBILITY REPORT 2014
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ATRESMEDIA RADIO
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87
The fastest growing radio network
Atresmedia Radio
consolidated its position in 2014 through excellent au-
dience results for
Onda Cero
and
Europa FM
, but also through the launch
of its third radio station,
Melodía FM
, which began its new programming
on 13th January 2014. The three stations have a total number of listen-
ers of close to five million people and this makes
Atresmedia Radio
the
second most important radio group in Spain. The most remarkable thing
is the considerable increase in audience over the last twelve months. Be-
tween December 2013 and December 2014, according to data from the
Estudio General de Medios (General Media Study),
Onda Cero
,
Europa
FM
and
Melodía FM
gained close to five hundred thousand new listeners.
The growth of
Atresmedia Radio
is reflected in the survey conducted
in early December 2014 by the EGM.
Onda Cero
, which in 2015 also cel-
ebrates its 25th anniversary, is the fastest growing general station with
172,000 new listeners. With a total audience of 2,632,000 listeners, it re-
mains the second most listened to station in our country, increasing the
gap between it and the third placed station, Cadena Cope, to 886,000
listeners, and exceeding the fourth placed Radio Nacional de España by
almost one million four hundred thousand listeners. The market share of
Onda Cero
is around 20.2%, compared to 12.2% for Cadena Cope and
8.7% for Radio Nacional.
In the current environment of strong competition and with the generali-
sation of the online media, it is not easy to achieve these results. However,
Onda Cero
has managed to do this by creating very recognisable pro-
gramming and seeking to gain the trust of its listeners with an editorial
policy that seeks to provide balance. The participation of the listeners has
also been intensified through the social media and this has allowed it to
strengthen another of the objectives of
Onda Cero
: closeness and prox-
imity to its audience.
Onda Cero
has once again achieved the best profitability per listener in-
dex. This leadership has much to do with the loyalty and reliability that
its content provokes. In fact, it holds the highest listener rate per person,
at 154 minutes, compared to 148 for Cadena Ser, 140 for Cope and 137 for
Radio Nacional.
Europa fm beats it best records
2014 has been a record-breaking year for the music station
Europa FM
.
With an increase of 160,000 listeners, it has managed to exceed the best
figures in its entire history, securing third place in the ranking of music
radio stations with 2,061,000 listeners in the December EGM, exceeding
Cadena 100 for the third year running and moving even closer to second
place, currently held by Cadena Dial.
The gradual growth of
Europa FM
has been greatly influenced by the suc-
cess of the morning show
Levántate y Cárdenas
, with an annual increase
of 146,000 listeners. The morning programme, directed and presented
by
Javier Cárdenas
, is the music radio show that has gained the most
audience in 2014, adding 1,130,000 followers, continuing the upward trend
seen since its launch four years ago.
Onda Cero,
Europa FM and
Melodía FM have
gained almost five
hundred thousand
new listeners.
“Levántate y
Cárdenas” was
the music radio
programme that
gained the most
audience in 2014.