THE RIGA, LATVIA RADIO MARKET

by
GRANT GODDARD
www.grantgoddard.co.uk
October 1996
RIGA & SURROUNDINGS: WEEKLY REACH (= cume)

Station Sep/Oct 96 Jul/Aug 96 Jun/Jul 96 May/Jun 96 Apr/May 96 Mar/Apr 96 Feb/Mar 96
# % '000 # % '000 # % '000 # % '000 # % '000 # % '000 # % '000

Latvian State 1 1 31 361 1 26 302 1 28 319 1 33 388 1 36 425 1 37 427 1 39 458
Radio 102.7 2 19 221 2 16 189 3 16 181 3 16 184 4 15 173 3 17 199 2 18 212
Super FM 3 15 177 3 15 172 4 15 167 4 15 171 3 15 177 4 16 183 5 16 189
Radio SWH+ 4 12 142 7 9 105 8 8 89 10 6 75 10 6 73 10 6 75 10 4 50
Radio Skonto 5 11 131 6 10 116 6 9 105 6 10 115 7 10 116 8 9 106 8 8 90
Radio SWH 6 11 129 4 14 160 2 16 185 2 17 200 2 17 199 2 17 202 3 17 200
Radio Rigai 106.2 6 11 129 5 13 150 5 14 155 5 12 144 5 12 142 5 14 168 4 16 192
Radio 99.5 9 8 92 8 8 92 9 7 80 9 7 80 9 8 90 9 8 92 8 8 90
Latvian State 2 8 10 117 9 8 90 7 8 96 7 9 109 6 10 123 6 12 145 6 12 146
Radio 2 10 3 39 10 3 37 10 5 58 8 8 95 8 9 112 7 11 131 7 10 118
Christian Radio 11 2 20 11 2 27 12 1 16 12 1 14 12 1 13 12 1 17 11 2 27
R&R 12 1 8 12 1 8 13 1 9 13 1 11 13 1 10 13 1 9 13 1 10
Latvian State 3 13 1 7 13 1 6 14 0 4 14 0 3 14 0 1 14 0 0 14 0 2
Radio Amadeus -- -- --- -- -- --- 11 2 26 11 2 23 11 2 20 11 2 19 12 1 16

local radio 2 20 3 33 2 25 1 17 2 22 2 28 2 20
other stations 6 67 8 89 7 80 6 73 6 5 7 87 8 98
CDs/tapes 20 237 22 260 21 235 20 234 21 248 24 275 22 260



SAMPLE: RIGA & SURROUNDINGS: UNIVERSE = 1,171,000
The Riga, Latvia Radio Market: October 1996 page 2
1996 Grant Goddard
RIGA & SURROUNDINGS: SHARE OF LISTENING (= share)

Station Sep/Oct 96 Jul/Aug 96 Jun/Jul 96 May/Jun 96 Apr/May 96 Mar/Apr 96 Feb/Mar 96
# % hr/wk # % hr/wk # % hr/wk # % hr/wk # % hr/wk # % hr/wk # % hr/wk
'000 '000 '000 '000 '000 '000 '000

Latvian State 1 1 32 6781 1 27 4404 1 26 4689 1 31 5704 1 33 6198 1 35 7373 1 36 8550
Radio 102.7 2 12 2604 2 13 2227 2 12 1816 3 10 1846 2 10 2039 2 11 2670 2 12 2844
Radio SWH+ 3 9 1922 6 6 1054 7 4 696 8 3 630 8 3 732 8 3 753 10 2 461
Radio SWH 4 7 1460 3 9 1605 3 9 1554 2 10 2007 3 10 1997 3 10 2027 3 10 2357
Super FM 5 7 1384 4 8 1445 5 7 1130 5 7 1157 4 7 1198 5 7 1537 5 7 1588
Radio Rigai 106.2 6 6 1309 5 8 1260 4 8 1302 4 7 1210 5 6 1193 4 7 1686 4 8 1926
Radio Skonto 7 6 1223 7 6 974 6 5 882 6 6 966 7 6 974 7 4 890 7 3 903
Latvian State 2 8 3 601 8 2 431 8 4 582 9 3 572 9 3 531 9 3 626 8 3 647
Radio 99.5 9 2 451 9 2 419 9 3 485 10 2 495 10 2 483 10 2 429 9 2 640
Radio 2 10 1 259 10 1 268 10 3 474 7 5 853 6 6 1111 6 6 1314 6 4 1074
Christian Radio 11 1 133 11 1 135 11 1 108 11 1 118 11 0 88 11 0 115 11 1 135
R&R 12 0 44 12 0 34 13 0 23 13 0 26 13 0 30 12 0 21 12 0 29
Latvian State 3 13 0 37 13 0 10 14 0 5 14 0 4 14 0 1 14 0 0 14 0 2
Radio Amadeus -- -- ---- -- -- ---- 12 0 67 12 0 38 12 0 33 13 0 16 13 0 26

local radio 1 226 1 223 1 169 1 115 1 110 1 140 0 135
other stations 4 844 6 1049 6 943 5 860 5 753 3 973 4 984
CDs/tapes 9 1797 10 1759 11 1974 9 1966 8 1678 8 1861 8 1759
--- ----- --- ----- --- ----- --- ----- --- ----- --- ----- --- -----
100 21075 100 17297 100 16872 100 18567 100 19149 100 22431 100 24060

NB: "SHARE" percentages include listening to CDs and cassettes. This underestimates true "radio share" by about 9%.
ie: Latvian State Radio true radio share is 32% x 1.09 = 35%

NB: The "%" figure is taken directly from the published data. The "hr/wk" figure is calculated by multiplying the
given weekly reach/cume total by the given average hours per week listening. Note that the "%" figure does not
always tally with the hr/week figure expressed as a percentage.

SAMPLE: RIGA & SURROUNDINGS: UNIVERSE = 1,171,000
The Riga, Latvia Radio Market: October 1996 page 3
1996 Grant Goddard
RIGA & SURROUNDINGS: TIME SPENT LISTENING (= TSL)

average time spent listening per day in minutes

Station Sep/Oct 96 Jul/Aug 96 Jun/Jun 96 May/Jun 96 Apr/May 96 Mar/Apr 96 Feb/Mar 96

Latvian State 1 161 125 126 126 125 148 160
Radio SWH+ 116 86 67 72 86 86 79
Radio 102.7 101 101 86 86 101 115 115
Radio SWH 97 86 72 86 86 86 101
Radio Rigai 106.2 87 72 72 72 72 86 86
Radio Skonto 80 72 72 72 72 72 86
Super FM 67 72 58 58 58 72 72
Radio 2 57 62 70 77 85 86 78
Christian Radio 57 43 58 72 58 58 43
R&R 47 36 22 20 26 20 25
Latvian State 3 45 14 10 10 10 0 10
Latvian State 2 44 41 52 45 37 37 38
Radio 99.5 42 39 52 53 46 40 46
Radio Amadeus -- -- 22 14 14 7 14

local radios 97 58 58 58 43 43 58
other stations 108 101 101 101 86 86 86



SAMPLE: RIGA & SURROUNDINGS: UNIVERSE = 1,171,000
The Riga, Latvia Radio Market: October 1996 page 4
1996 Grant Goddard
RIGA & SURROUNDINGS: AUDIENCE CROSS-TABULATION (= cross-cume)

Of the total listeners to Radio Of listeners to these other radio
Skonto, the following stations, the following
percentages share listening to percentages share listening to
these other radio stations: Radio Skonto:

Radio SWH 43 % Radio SWH 43 %
Super FM 33 % Radio Rigai 106.2 33 %
Radio Rigai 106.2 32 % Christian Radio 33 %
Latvian State 1 30 % Radio 99.5 28 %
Radio 102.7 24 % Latvian State 3 27 %
Radio 99.5 20 % Super FM 25 %
Radio SWH + 19 % Radio SWH+ 17 %
Latvian State 2 12 % Radio 2 14 %
Christian Radio 5 % Radio 102.7 14 %
Radio 2 4 % Latvian State 2 13 %
R&R 2 % Latvian State 1 11 %



SAMPLE: RIGA & SURROUNDINGS, SEP/OCT 1996: UNIVERSE = 1,171,000
The Riga, Latvia Radio Market: October 1996 page 5
1996 Grant Goddard
RIGA: WEEKLY REACH (= cume)

Station Sep/Oct 96 Jul/Aug 96 Jun/Jul 96 May/Jun 96 Apr/May 96 Mar/Apr 96 Feb/Mar 96
# % '000 # % '000 # % '000 # % '000 # % '000 # % '000 # % '000

Radio 102.7 1 23 160 1 22 152 1 22 149 2 21 142 2 20 136 2 23 155 2 25 169
Latvian State 1 2 22 150 2 18 122 2 18 125 1 24 163 1 26 176 1 26 178 1 26 181
Radio SWH+ 3 19 128 6 11 78 6 11 75 8 9 59 9 8 52 9 8 51 9 5 35
Super FM 4 16 109 3 13 91 3 14 98 3 16 109 3 17 118 3 19 132 3 19 131
Radio Rigai 106.2 5 12 85 4 12 82 4 13 88 5 13 92 5 13 88 4 16 111 4 17 119
Radio Skonto 6 10 68 7 10 66 8 9 60 6 10 66 7 10 68 8 10 66 8 7 51
Radio SWH 7 10 67 5 12 81 4 13 88 4 15 103 4 15 105 5 16 108 5 15 103
Latvian State 2 8 10 65 8 8 54 7 9 63 6 10 66 6 10 70 6 13 89 6 13 92
Radio 99.5 9 5 37 9 6 42 9 5 35 10 4 29 10 5 31 10 5 35 10 5 32
Radio 2 10 2 15 10 3 23 10 3 24 9 5 56 8 8 55 7 10 68 7 9 59
Christian Radio 11 2 11 11 2 13 12 1 8 13 1 4 11 1 13 12 2 10 11 3 18
R&R 12 1 6 12 1 4 13 1 4 12 1 7 13 1 6 13 1 6 13 1 7
Latvian State 3 13 0 3 12 1 4 14 0 3 14 0 2 14 0 1 14 0 0 14 0 0
Radio Amadeus -- -- --- -- -- --- 11 3 18 11 2 14 12 2 12 11 2 11 12 2 10

local radio 1 6 2 12 1 7 0 3 1 7 1 8 1 5
other stations 8 51 10 72 9 59 7 45 7 50 8 53 9 63
CDs/tapes 18 126 16 112 17 114 19 128 20 134 23 156 22 151



SAMPLE: RIGA: UNIVERSE = 683,000
The Riga, Latvia Radio Market: October 1996 page 6
1996 Grant Goddard
RIGA: SHARE OF LISTENING (= share)

Station Sep/Oct 96 Jul/Aug 96 Jun/Jul 96 May/Jun 96 Apr/May 96 Mar/Apr 96 Feb/Mar 96
# % hr/wk # % hr/wk # % hr/wk # % hr/wk # % hr/wk # % hr/wk # % hr/wk
'000 '000 000 '000 '000 '000 '000

Latvian State 1 1 23 2818 1 21 1950 1 20 1838 1 22 2396 1 26 2813 1 23 2845 1 24 3125
Radio SWH+ 2 16 1882 4 8 783 4 7 696 8 5 447 7 5 479 9 4 428 9 2 265
Radio 102.7 3 15 1811 2 19 1791 2 17 1756 2 16 1673 2 15 1603 2 16 1826 2 17 2267
Radio Rigai 106.2 4 8 912 3 8 823 3 8 883 4 9 923 5 8 883 4 9 1114 4 9 1194
Super FM 5 7 903 7 7 616 6 7 663 5 8 738 4 8 991 5 9 1109 5 9 1100
Radio SWH 6 5 641 5 7 680 5 7 683 3 9 1033 3 10 1054 3 11 1273 3 11 1382
Radio Skonto 7 5 603 6 7 662 7 6 602 6 7 662 6 7 682 6 5 662 8 3 512
Latvian State 2 8 3 379 8 3 302 8 5 463 7 5 485 8 3 425 8 4 467 7 4 526
Radio 99.5 9 1 147 10 1 127 10 2 159 10 2 223 10 2 192 10 1 106 10 1 123
Radio 2 10 1 131 9 1 188 9 2 241 9 2 294 9 3 398 7 5 555 6 4 592
Christian Radio 11 1 81 11 1 65 12 1 54 13 0 14 11 0 30 11 0 68 11 1 122
R&R 12 0 40 12 0 23 13 0 11 12 0 18 12 0 25 12 0 17 12 0 28
Latvian State 3 13 0 14 13 0 7 14 0 4 14 0 3 14 0 1 14 0 0 14 0 0
Radio Amadeus -- -- --- -- -- --- 11 0 61 11 0 36 13 0 20 13 0 9 13 0 16

local radio 0 41 0 41 0 24 0 5 0 24 0 27 0 8
other stations 6 738 9 966 8 792 5 530 5 502 5 625 7 845
CDs/tapes 8 ? 8 758 10 958 10 1075 8 907 8 1056 8 1022
--- ----- --- ----- --- ----- --- ----- --- ----- --- ----- --- -----
100 100 9782 100 9888 100 10555 100 11029 100 12187 100 13127

NB: "SHARE" percentages include listening to CDs and cassettes. This underestimates true "radio share" by about 9%.
ie: Latvian State Radio true radio share is 21% x 1.09 = 23%

NB: The "%" figure is taken directly from the published data. The "hr/wk" figure is calculated by multiplying the
given weekly reach/cume total by the given average hours per week listening. Note that the "%" figure does not
always tally with the hr/week figure expressed as a percentage.

SAMPLE: RIGA: UNIVERSE = 683,000
The Riga, Latvia Radio Market: October 1996 page 7
1996 Grant Goddard
RIGA: TIME SPENT LISTENING (= TSL)

average time spent listening per day in minutes

Station Sep/Oct 96 Jul/Aug 96 Jun/Jul 96 May/Jun 96 Apr/May 96 Mar/Apr 96 Feb/Mar 96

Latvian State 1 161 137 126 126 137 137 148
Radio SWH+ 126 86 78 65 79 72 65
Radio 102.7 97 101 101 101 101 101 115
Radio Rigai 106.2 92 86 86 86 86 86 86
Radio SWH 82 72 72 86 86 101 115
Radio Skonto 76 86 86 86 86 86 86
Radio 2 75 70 86 70 62 70 86
Super FM 71 58 58 58 72 72 72
Christian Radio 63 43 58 29 43 58 58
R&R 57 49 24 22 30 24 34
Latvian State 2 50 48 63 63 52 45 49
Latvian State 3 39 14 10 12 10 0 0
Radio 99.5 34 26 39 66 53 26 33
Radio Amadeus -- -- 29 22 14 7 14

local radios 59 29 29 14 29 29 14
other stations 124 115 115 101 86 101 115



SAMPLE: RIGA: UNIVERSE = 683,000
The Riga, Latvia Radio Market: October 1996 page 8
1996 Grant Goddard
RIGA: AUDIENCE CROSS-TABULATION (= cross-cume)

Of the total listeners to Radio Of listeners to these other radio
Skonto, the following stations, the following
percentages share listening to percentages share listening to
these other radio stations: Radio Skonto:

Radio SWH 36 % Radio SWH 37 %
Radio 102.7 33 % Latvian State 3 37 %
Radio Rigai 106.2 32 % Christian Radio 30 %
Super FM 32 % Radio Rigai 106.2 26 %
Radio SWH + 28 % Radio 99.5 26 %
Latvian State 1 24 % Radio SWH+ 15 %
Radio 99.5 14 % Radio 2 15 %
Latvian State 2 8 % Radio 102.7 14 %
Christian Radio 5 % Latvian State 2 11 %
Radio 2 3 % Latvian State 2 9 %



SAMPLE: RIGA, SEP/OCT 1996: UNIVERSE = 683,000
The Riga, Latvia Radio Market: October 1996 page 9
1996 Grant Goddard
LATVIA: NATIONALITY/WEEKLY REACH

Station Latvian percentage

Sep/Oct '96 Jul/Aug '96

Latvian State 1 94 87
Radio SWH 90 82
Latvian State 3 89 90
R&R 86 56
Christian Radio 75 75
Radio 99.5 75 74
Radio Skonto 74 70
Radio 2 66 68 ^^^^^^^^^^^^^^^^^^^^^^^^^
Radio Rigai 106.2 66 67 more Latvian than Russian .
Super FM 51 50 more Russian than Latvian
Latvian State 2 39 43 vvvvvvvvvvvvvvvvvvvvvvvvv
Radio SWH + 17 21
Radio 102.7 14 20

local radios 62 64
other radio stations 21 77

population 55 55


SAMPLE: LATVIA, UNIVERSE = 1,092,000 LATVIANS + 898,000 OTHER NATIONALITIES
The Riga, Latvia Radio Market: October 1996 page 10
1996 Grant Goddard
LATVIA: SEX RATIO

Station male percentage

Sep/Oct '96 Jun/Jul '96

Latvian State 3 64 64
Radio SWH + 59 50
Radio SWH 50 49
Super FM 50 43
Radio Rigai 106.2 49 47
Radio 102.7 48 50
Radio 99.5 45 51
Latvian State 2 43 48
Christian Radio 42 36
Radio Skonto 41 49
Latvian State 1 38 38
Radio 2 36 51
R&R 26 27

local radios 44 46
other radio stations 45 48

population 47 47




SAMPLE: LATVIA, UNIVERSE = 1,990,000
The Riga, Latvia Radio Market: October 1996 page 11
1996 Grant Goddard
LATVIA: AGE RATIO

percentage
12-17 18-24 25-34 35-54 55-74

Radio SWH 8 24 35 31 2
Christian Radio 8 10 35 31 17
Radio Skonto 6 23 34 28 9
Radio 102.7 7 19 33 33 8
Radio SWH + 4 23 32 35 6
Radio 2 4 8 30 29 29
Radio 99.5 7 22 28 34 9
Radio Rigai 106.2 4 27 22 29 19
Latvian State 2 3 6 16 42 33
Latvian State 3 6 7 15 9 62
Super FM 26 40 12 15 6
R&R 3 2 10 20 66
Latvian State 1 1 2 9 27 60

local radios 10 23 26 33 8
other radio stations 5 7 14 32 43

population 11 13 20 36 21




SAMPLE: LATVIA, SEP/OCT 1996: UNIVERSE = 1,990,000
The Riga, Latvia Radio Market: October 1996 page 12
1996 Grant Goddard
LATVIA: EDUCATION RATIO

percentage
low middle high
education education education

Radio SWH 16 35 49
Radio Skonto 17 40 42
Latvian State 3 53 11 36
Radio Rigai 106.2 12 58 30
Latvian State 2 24 48 27
Radio 102.7 12 61 26
Radio SWH + 9 63 26
Latvian State 1 26 50 23
Radio 99.5 23 54 22
Christian Radio 18 66 15
Super FM 35 47 13
Radio 2 24 65 12
R&R 3 93 5

local radios 25 51 24
other radio stations 21 53 25

population 28 50 23




SAMPLE: LATVIA, SEP/OCT 1996: UNIVERSE = 1,990,000
The Riga, Latvia Radio Market: October 1996 page 13
1996 Grant Goddard
LATVIA: OCCUPATION RATIO

percentage
manager specialist clerk blue collar student retired unemployed housewife

Radio SWH 24 18 4 23 15 2 3 7
Christian Radio 19 11 0 31 15 9 3 2
Radio Rigai 106.2 18 12 2 33 13 4 6 3
Radio Skonto 13 14 3 34 15 8 10 2
Radio SWH + 13 12 1 35 12 7 11 7
Radio 99.5 12 13 1 22 10 9 16 11
Radio 2 11 14 0 37 4 25 4 4
Latvian State 2 11 14 1 24 3 30 7 8
Radio 102.7 8 11 5 33 11 6 15 9
Latvian State 1 7 12 3 15 2 50 5 4
R&R 6 3 0 19 3 64 2 2
Super FM 5 7 2 32 40 4 3 4
Latvian State 3 5 19 0 5 7 62 2 0

local radios 6 14 1 37 16 6 13 4
other radio stations 3 11 1 16 8 42 12 5

population 8 11 2 26 16 17 12 7




SAMPLE: LATVIA, SEP/OCT 1996: UNIVERSE = 1,990,000
The Riga, Latvia Radio Market: October 1996 page 14
1996 Grant Goddard
LATVIA: INCOMES RATIO

percentage
low mid-low mid-high high
income income income income

Radio Skonto 12 13 11 60
Radio SWH 17 13 16 54
Radio Rigai 106.2 18 13 14 54
Radio 2 20 7 27 46
Latvian State 3 5 3 49 43
Radio SWH + 14 25 17 41
Latvian State 1 15 12 33 39
Radio 102.7 25 20 15 38
Christian Radio 8 28 21 38
Super FM 19 18 24 35
Latvian State 2 29 16 24 31
Radio 99.5 43 12 15 28
R&R 16 6 62 16

local radios 56 15 5 23
other radio stations 25 12 30 32

population 26 14 22 38


definitions: Low = 1 to 20 Ls, Mid-Low = 21 to 30 Ls, Mid-High = 31 to 40 Ls, High = >40 Ls.
Income per person per month.




SAMPLE: LATVIA, SEP/OCT 1996: UNIVERSE = 1,990,000
The Riga, Latvia Radio Market: October 1996 page 15
1996 Grant Goddard
The Riga, Latvia Radio Market: October 1996 page 16
1996 Grant Goddard
data: Baltic Media Facts, Sep-Oct 1996



Grant Goddard is a media analyst / radio specialist / radio consultant with thirty years of experience in the broadcasting industry, having held senior
management and consultancy roles within the commercial media sector in the United Kingdom, Europe and Asia. Details at http://www.grantgoddard.co.uk