In co-operation with the Research Department of Mather and Crowther a survey into Radio Luxembourg listening habits and product/brand awareness was carried out during August and September 1964. We here quote extracts from that survey.
The survey is in two parts. Part A related to audience listening habits and these broadly confirmed results contained in the I.P.A. Survey 1963-64. The Luxembourg–Mather and Crowther investigation did, however, break the age groups into smaller sections and make an extremely interesting picture
LISTENING TO RADIO LUXEMBOURG WITHIN THE LAST SEVEN DAYS
| CLASS GROUPS | % |
|---|---|
| AB. | 18 |
| C1. | 30 |
| C2. | 34 |
| DE. | 36 |
| AGE GROUPS | % |
|---|---|
| 12 - 15 | 63 |
| 16 - 19 | 65 |
| 20 - 24 | 51 |
| 25 - 27 | 33 |
| 28 - 34 | 26 |
| 35 - 44 | 17 |
CAR OWNER WITH RADIO
41%
COMMENT. The age group figures confirm Radio Luxembourg’s own survey findings, that Luxembourg effectively reaches the vast majority of people in the 12–44 market. The number of regular listeners listening to Radio Luxembourg in cars is really impressive, illustrating again that Luxembourg ought to be considered when planning campaigns aimed at this very important section of the community.
LISTENING TO RADIO LUXEMBOURG BY HOURS
6.30–8.00 pm
23%
8.00–10.30
50%
10.30–12.30
38%
COMMENT. While the peak-time listening to Luxembourg remains constant, it is of special note that more people are tending to listen in the period 10.30–12.30 where spots can be bought cheaply, especially in the thirty minutes after midnight.
PROGRAMME LISTENING: 84 per cent of listeners stated that they found an interesting programme as soon as they tuned in, 53 per cent knew of their favourite programme through previously listening to Radio Luxembourg.
COMMENT. Luxembourg has, therefore, succeeded in keeping abreast of trends in entertainment; clients sponsoring these programmes are thus assured of being associated with entertainers who have maximum impact with the listening public. 80 per cent of listeners listen at home, 54 per cent while ‘relaxing’.
COMMENT. Surely the ideal time and mood to influence people with an effective sales message.
Part B of the survey deals with product/brand awareness on Radio Luxembourg.
Eight products were represented, forming an ideal cross-section of regular advertisers and fell into the following categories:
PETROL/OIL
WINES & SPIRITS
MEN’S COSMETICS
WOMEN’S COSMETICS
CONFECTIONERY
BEVERAGES
In all cases brand awareness was markedly increased by advertising on Radio Luxembourg.
Sales increased appreciably and in one particular case, in an extremely difficult market where no other advertising medium was used Luxembourg was responsible for a 15 per cent increase in sales.
CONCLUSION
These are necessarily brief extracts from a long and detailed report which will shortly be distributed. The fact remains, however, that Radio Luxembourg is the most inexpensive and effective advertising medium in reaching the very specialised market this is Luxembourg’s very own.