Norway, the first country to switch off FM radio to move 100 per cent to DAB, has reported that the first region to have made the radical change, Nordland County, has said viewing figures have remained the same while advertising has risen.
Listening figures are hitting the same level as in 2016, with 64.2 per cent of residents listening to radio in Q2 2017, compared to 64.8 per cent in Q2 2016.
Commercial radio also experienced growth; the Department of Advertising and Media Statistics said radio advertising was up 1.4 per cent in Q2 versus Q1.
Bernie O’Neill, project director at WorldDAB, said: “This is a very bold move that Norway has taken. Because DAB allows innovations – more stations on air, more niche stations – you are able to offer more targeted advertising propositions.”
WorldDAB is running a session today in Room E.102 at 10:00-11:30, which will focus on radio’s digital transformation.
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