Is radio a powerful media channel?

Radio reaches about two thirds of the Polish population daily, mostly by FM radio receiver. The radio is most popular among people aged 40 to 59 years old. Consequently, Poles are most likely to listen to the radio in their cars or in the comfort of their homes. With its widespread availability, radio users have regular access to news reports and related content. In fact, just under a third of Poles claims that they consider radio broadcasts as their main source of keeping up with the news. Radio especially is considered an essential news source among Polish seniors, aged 70 and older. Moreover, the daily reach of radio reflects in its advertising income. For most of the leading stations, advertising services have provided a steady income, with RMF FM recording the highest revenue in the first quarter of 2021.

RMF FM or Radio ZET - who is the market leader?

Throughout the years, the listenership share of RMF FM witnessed a steady growth, reaching nearly 30 percent of the Polish population at the start of 2021. As a result, it comes as no surprise that the Grupa RMF’s radio brand is the leading radio station nationwide, followed by another commercial station, Radio ZET. However, despite being the undisputed leader across the country, the majority of Polish capital residents actually prefer listening to Radio ZET, which reaches over 12 percent of Warsaw’s population. Belonging to Eurozet, a media holding company, Radio ZET is also the leader among online radio services. Considering these facts, it can be concluded that both RMF FM and Radio ZET are the two most influential radio brands across the country.

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