MARKETOVERVIEW

 
Austria

General Information

Demographics
Land area
83 871
km2
Total population
8 375 290
Households
3 598 000
 
 
Economics
GDP
281495
 Millions of EUR
GDP per capita
33 610
EUR
PPS
255 479
Millions of PPS
PPS per capita
30 504
PPS
GDP/PPS
110.2%
Inflation rate 2008
3.20%
Inflation rate 2009
0.40%
Inflation rate 2010
1.70%
Inflation rate 2011 (forecast)
2.50%
Currency
EUR
 €
Exchange rate 2009 EUR/EUR
1.000
Exchange rate 2010 EUR/EUR
1.000
Rate 2010/2009
1.0
Equipment/household

General

% of HH

Cars
81.8%
TV
96.7%
Terrestrial TV
6.6%
Cabled Households
41.7%
Satellite Households
48.7%
PC with Internet at home
66.5%
   

Radio

% of HH

Any type
n.a.
Alarm clock
n.a.
Car set
n.a.
mp3 player/iPod
37.6%
Mobile phone
n.a.

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Radio Landscape

Market Structure: Stations
No. of stations/networks in country
83
No. of stations/networks that sell advertising
67
No. of sales houses (excluding direct sales)
2
No. of sales houses that collect 80% of the radio adspend
2
Total number of spots broadcast
480 193
Average spot length
19.5 sec.
Daily Average Listening Time
Reference Popluation
7 461 345
P10+
% Daily Coverage
81.50%
  
Individual Listening Time
03:17:00
  
Listener Listening Time
04:02:00
  

Daily Average Listener Listening Time Per Location
 

Time

No. of People

At home
03:02:48
4 391 516
In the car
01:13:51
3 275 145
At work
06:16:33
940 585
Other (out of home)
01:57:09
646 466

Radio Advertising
Gross radio adspend (Euros)
181 340 000
Radio adspend in % of GDP
0.06%
Radio adspend in % of PPS
0.07%
Radio adspend per capita (Euros)
21.65 €
Total number of advertisers
21 025
Total number of radio advertisers
1 313
Audience Shares Per Location

Source: Radiotest - GfK - 2010 - base 10+

 

Listening Curve 2010

Source: Radiotest - GfK - 2010 - base 10+

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Advertising Expenditures

Gross Advertising Spend Per Media (Millions of EUR)

2008

2009

2010

Adspend

% Total

Adspend

% Total

Adspend

% Total
Sponsorship TV
partly incl.
partly incl.
partly incl.
Public TV
320.2
12.3%
295.3
11.4%
273.6
9.6%
Private TV
302.7
11.6%
332.7
12.8%
401.4
14.0%
Total TV
622.9
23.9%
628.0
24.2%
675.0
23.6%
 
Sponsorship Radio
partly incl.
partly incl.
partly incl.
Public Radio
117.7
4.5%
107.7
4.1%
113.1
3.9%
Private Radio
60.2
2.3%
64.3
2.5%
68.3
2.4%
Total radio
177.9
6.8%
172.0
6.6%
181.4
6.3%
 
Cinema
13.7
0.5%
11.5
0.4%
14.3
0.5%
 
Newspapers
780.3
29.,9%
857.1
33.0%
936.8
32.7%
Magazines
508.6
19.,5%
445.9
17.2%
457.1
16.0%
Other Periodicals
236.5
9.1%
225.9
8.7%
269.8
9.4%
Total Press
1 525.4
58.5%
1 468.0
56.5%
1 663.7
58.1%
 
Outdoor/Transport
180.1
6.9%
200.9
7.7%
195.7
6.8%
 
Internet
87.2
3.3%
115.,6
4.5%
133.7
4.7%
 
Total
2 607.2
100.0%
2 596.0
100.0%
2 863.8
100.0%

Share of Media Expenditure - Gross 2010

Source: Focus Media Research

Weight of 12 global actors - amount of radio spend (in EUR)
Company Company based on focus 2006 2007 2008 2009 2010 2010 2010
%radio inv.=
Weight of radio in the media mix
Procter & Gamble Procter & Gamble Austria GmbH
259 248
8 580
67 082
42 825
43 066
0.02%
0.12%
Procter & Gamble Service GmbH
0
0
0
0
0
0.00%
0.00%
Cosmopolitan Cosmetics Austria GmbH
0
0
0
0
0
0.00%
0.00%
Procter & Gamble total
259 248
8 580
67 082
42 825
43 066
0.02%
0.12%
Unilever Unilever Bestfoods Austria
167 929
43 847
80 295
119 035
0
0.00%
0.00%
Unilever Cosmetics International Vert
0
0
0
0
0
0.00%
0.00%
Lever Fabergé Austria Divis.d.öst. Un
189 663
0
41 278
40 275
1 134
0.00%
0.01%
Eskimo-Iglo, Division der Österr. Uni
181 940
13 542
197 961
0
0
0.00%
0.00%
Unilever total
539 531
57 389
319 534
159 310
1 134
0.00%
0.01%
Henkel Henkel CEE Adhesives
3 240
0
0
0
0
0.00%
0.00%
Henkel Central Eastern Europe GmbH
0
0
0
0
174 361
0.10%
1.36%
Schwarzkopf & Henkel Cosmetics GmbH.
0
0
0
0
0
0.00%
0.00%
Henkel total
3 240
0
0
0
174 361
0.10%
1.36%
Master Foods Mars Austria OG
627 864
406 261
420 375
826 536
736 711
0.41%
6.03%
Wrigley Austria Ges.m.b.H.
141 486
341 740
187 790
24 918
68 641
0.04%
2.10%
Master Foods total
769 350
748 001
608 165
851 454
805 352
0.45%
8.13%
Neslté Nestle Österreich GesmbH.
557 870
526 714
629 832
332 567
10 593
0.01%
0.10%
Nespresso Österreich GmbH & Co OHG
0
0
0
0
0
0.00%
0.00%
Wagner Tiefkühlprodukte GmbH.
190 434
287 700
274 552
357 919
311 075
0.17%
18.82%
Nestlé total
748 303
814 413
904 384
690 486
321 668
0.18%
18.92%
Kraft  
0
121 167
21 658
18 377
72 793
0.04%
0.69%
Ferrero  
278 169
123 346
131 678
272 652
295 346
0.16%
1.03%
Coca-
Cola		 Coca Cola GesmbH.
335 151
787 396
756 452
1 159 124
305 629
0.17%
3.20%
Römerquelle GmbH
0
88 240
173 883
81 308
70 845
0.04%
2.85%
Coca-Cola total
335 151
875 636
930 335
1 240 432
376 474
0.21%
6.05%
L'Oreal  
0
0
0
5.591
29.781
0.02%
0.09%
Danone Danone G.m.b.H.
51 438
0
0
285 208
108 479
0.06%
0.65%
Griesson - de Beukelaer Österreich Ge
0
0
0
0
0
0.00%
0.00%
Danone total
51 438
0
0
285 208
108 479
0.06%
0.65%
Reckitt Benckiser
226 934
34 865
0
0
52 985
0.03%
0.27%
Mc Donalds
1 344 096
917 441
1 572 916
1 873 501
2 378 914
1.31%
11.92%

Comment % represented by 12 actors in the total radio spend    
Source: Focus Media Research, base: outdoor, tv, internet, cinema, print, radio  
2.57%

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Market Structure

Market Structure: Players

Name of Station/Network

Sales House

% Audience Share

Radio Adspend (Gross) 2010
Sponsorship
Included - EURO

% Market Share

Hitradio Ö3 ORF Enterprise
32%
100 689 769
55.5%
RMS Network RMS
21%
42 584 107
23.5%
Ö 2 (ORF- regional radios) ORF Enterprise
36%
9 984 252
5.5%
Radio FM4 ORF Enterprise
2%
2 391 873
1.3%
Ö 1 no advertising
6%
0
0.0%

DownloadFor a more detailed Market Structure that includes radio adspend figures from 2008 & 2009 (in Excel format) click here.

DownloadFor more information on the private Austrian radio market (in pdf format, in German) please click here.

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Audience Measurement & Legal Restraints

Audience Measurement: Quick Facts
Institute
GFK Austria
Universe
10+
People represented
7 461 000
In percentage of the total market population
89.1%
Methodology
CATI
Sample
24 000
Reference measurement unit (audience base)
15 min
Advertising Placement Legislation: Quick Facts (PSB)
Advertising
Authorized
Max amount of advertising time per day
2h52
Max amount of advertising time per hour
None
Min interval between two advertising breaks
None
Max number of commercials per break
None

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Price of Advertising

Peak Times

ORF

RMS

Kronehit
Peak times
8:00-9:00
16:00-17:00
16:00-17:00
Percentage of inventory
booked during those times
7%
8%
9%

Rate Cards

ORF

RMS

Kronehit
Publication frequency
1
1
1
Publication times
September
October
October
Rate card base - standard “time unit”(in seconds)
1
1
1

Reference Cost per Thousand Per Media

Media

CPT (Euros)

Relative price to Radio

Calculation Basis

Source
Radio
3,5€
100
30"
Radiotest 2010, GfK
TV
12,78€
365
30"
Teletest, AGTT/GfK, 15+
Cinema
n.a.
n.a.
30"
Internet
35,00€
1000
1000 adviews
ÖWA Plus, ORF.at, Sky Scraper, RON, 15+
Dailies
20,95€
599
1 A4/30 x 20 cm, B&W
Media-Analyse 2010, 15+
Magazines
29,88€
854
1/1, 4c
Media-Analyse 2010, 15+

Monthly Radio Adspend

Month

Monthly breakdown of the total radio adspend in %

January
7.03%
February
6.35%
March
10.64%
April
8.62%
May
8.95%
June
8.67%
July
5.75%
August
4.69%
September
9.59%
October
10.79%
November
9.56%
December
9.35%

Seasonality

Month

ORF

RMS

Kronehit

Seasonal variations as % of average annual rate

January
88
81
89
February
92
81
89
March
112
105
101
April
112
105
101
May
106
105
101
June
102
105
101
July
85
81
89
August
75
81
89
September
105
119
110
October
110
119
110
November
110
119
110
December
104
100
100

Pricing

Price index (or price modulation) for commercial advertising proposed in relation with the price of a 30” spot

ORF

RMS

Kronehit

Price Index 30" = 100

Less than 5 sec
-
-
3-13
05 sec
22
17
17
10 sec
40
33
33
15 sec
55
50
50
20 sec
67
67
67
25 sec
83
83
83
30 sec
100
100
100
35 sec
117
117
117
40 sec
133
133
133
45 sec
150
150
150
50 sec
167
167
169
55 sec
183
183
183
60 sec
200
200
200
More than 60 sec
200+
200+
200+
Other
-
-
-

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For any enquiries regarding these figures, please contact Cécile Benedetti, Research & Marketing Manager

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