- 17 Aug 2023
Spot-on with BNR during rush hour
While the roads are currently not as crowded as usual thanks to the summer holiday, rush hour is back as never before. Dutch professionals have fully returned to the old rhythm now that COVID-19 is in the past. We are back in the office, mostly with the same business hours as before. You can find some insights and the main takeaways for you as an advertiser below.
Good news for everyone who is interested in financial and economic news, whether privately or professionally: BNR has managed to maintain the FM frequency of the news section, so our trusted BNR sound will remain available in the ether for the coming 12 years. Nothing will change for BNR listeners, as BNR will continue to provide daily context for all relevant developments in the news via FM, DAB+, livestream, and podcast.
FM still very popular among drivers
Many Dutch drivers tune in to FM radio, with some 60% listening via FM whilst driving in Q4 2022. Nearly 25% of those who listen to radio in their car did so via DAB+. The remainder listened in another way (e.g. via 4G/5G). Even though the share of FM is steadily dropping every year, it is still very important if you want to reach the majority of drivers.
Rush hour is back!
While the roads are currently not as crowded as usual thanks to the summer holiday, rush hour is back as never before. Dutch professionals have fully returned to the old rhythm now that COVID-19 is in the past. We are back in the office, mostly with the same business hours as before. There are several recent insights that confirm this:
- In Q1 2023, the number and length of traffic jams during morning rush hour grew by 17%.
- The greatest peak in arrival times at work is around eight in the morning.
- Tuesdays and Thursdays are the most crowded office days, but Mondays and Wednesdays also show office worker numbers that exceed the level in 2019.
What do BNR listeners do?
Considering this development in the behavioural context of BNR listeners, we can note the following:
- BNR’s listening density on weekdays peaks between 06.00 and 09.00 in the morning and 17.00 and 19.00 in the afternoon.
- The market share of BNR’s afternoon show The Daily Move (Mon-Thu 16.00-18.30) is easily twice as high as the average throughout the day.
- Moreover, GroupM’s research shows that people who listen to audio advertising in their car experience far less cognitive distraction than those listening in other locations. An ad for listeners with motoring distraction is found to yield as much as 37% more impact. Most of the listening behaviour of BNR listeners takes place in their car during rush hour. As this research shows, people listen to audio commercials attentively and a higher impact is realised.
Important for you as an advertiser
- Listening via FM still has a major share of the total Dutch radio market,
- mostly in the car to and from work.
- Morning and afternoon rush hour is back!
- Car listeners are attentive listeners, with less distraction and more impact from an audio commercial.
Want to know what opportunities there are to leverage BNR during rush hour? Request the special packages below or contact us via firstname.lastname@example.org.