Measuring Brand Equity Of Radio Stations In Order To Predict Future Listening Behaviour

Dominique Vercraeye
TNS Media
Danil Poesmans
VRT

Background

Until August 2001, the radio landscape in the north of Belgium was composed of public radio on the one hand (five radio stations belonging to the VRT group, i.e. Radio 1, Radio 2, Klara, Studio Brussel, Radio Donna) and local radio on the other hand, whose transmitting range was limited to an eight-kilometer radius (Radio Contact, NRJ, etc.). For the VRT group, competition was therefore quite limited.

In August 2001, for the first time, the Flemish government granted a licence to two commercial radios: Q-Music, which belongs to the VMM group, and 4 FM, which is part of the Deficom group.