THE ST.

PETERSBURG, RUSSIA RADIO MARKET

by
GRANT GODDARD
www.grantgoddard.co.uk
November 1995
WEEKLY REACH (= cume)

Station # % 000s

Baltika 1 23.5 1003.4
Europa Plus 2 21.8 929.4
Mayak 3 21.5 916.6
Modern 4 17.4 742.9
Rossia 5 13.2 562.8
Maximum 6 10.5 450.2
Nostalgie 7 7.1 302.3
Roks 8 5.6 238.0
Katusha 9 3.7 157.6
Radio 1 9 3.7 157.6
Nest 11 1.4 61.1

tochka
1
70.5 3010.2

There are additional local stations in the market on FM and UKW, but they have not been listed by the
research company.

1
Figures for Mayak and Rossia only refer to broadcast listening, and exclude tochka listening. The report lists total tochka listening separately but does not break it down into different stations.
The St. Petersburg, Russia Radio Market: November 1995 page 2
1995 Grant Goddard

TOTAL HOURS LISTENED PER WEEK (= share)

Station # 000s average hours total hours
per day per week

Baltika 1 1003.4 0.8 5619
Modern 2 742.9 1.0 5200
Mayak 3 916.6 0.8 5133
Europa Plus 4 929.4 0.7 4554
Maximum 5 450.2 0.8 2521
Rossia 6 562.8 0.4 1576
Nostalgie 7 302.3 0.5 1058
Katusha 8 157.6 0.6 662
Roks 9 238.0 0.3 500
Radio 1 10 157.6 0.4 441
Nest 11 61.1 0.4 171

tochka
1
3010.2 1.4 29500

1
Figures for Mayak and Rossia only refer to broadcast listening, and exclude tochka listening. The report lists total tochka listening separately but does not break it down into different stations.
The St. Petersburg, Russia Radio Market: November 1995 page 3
1995 Grant Goddard
SEX INDEX

Station % male % female
listeners listeners

Roks 48.6 51.4
Maximum 45.0 55.0
Katusha 42.9 57.1
Europa Plus 42.9 57.1
Radio 1 42.9 57.1
Nostalgie 42.6 57.4
Modern 42.4 57.6
Baltika 42 .0 58.0
Rossia 41.7 58.3
Mayak 38.6 61.4
Nest 21.1 78.9

population 44.4 55.6



The St. Petersburg, Russia Radio Market: November 1995 page 4
1995 Grant Goddard
AGE INDEX

Station <16 16-25 25-35 35-45 45-55 55-65 65+

Nest
1
5.3 31.6 31.6 15.8 15.8 0.0 0.0
Nostalgie 7.4 23.4 27.7 27.7 9.6 3.2 1.1
Radio 1 0.0 38.8 26.5 18.4 14.3 2.0 0.0
Maximum 7.1 42.9 22.9 17.9 7.9 1.4 0.0
Europa Plus 12.8 32.9 21.5 19.4 9.3 3.5 0.7
Roks 13.5 29.7 20.3 20.3 5.4 5.4 5.4
Modern 11.3 37.2 20.3 18.2 10.0 2.2 0.9
Baltika 9.0 22.1 19.6 22.4 17.0 7.4 2.6
Katusha 14.3 46.9 12.2 20.4 6.1 0.0 0.0
Mayak 5.3 10.2 10.9 26.7 23.2 15.8 8.1
Rossia 1.1 9.7 6.9 26.9 19.4 22.9 13.1

population 8.0 14.4 17.1 18.8 13.2 13.7 14.8
____________________________________________________________________________________
Station <16 16-25 25-35 35-45 45-55 55-65 65+

Nostalgie 7.4 23.4 27.7 27.7 9.6 3.2 1.1
Rossia 1.1 9.7 6.9 26.9 19.4 22.9 13.1
Mayak 5.3 10.2 10.9 26.7 23.2 15.8 8.1
Baltika 9.0 22.1 19.6 22.4 17.0 7.4 2.6
Katusha 14.3 46.9 12.2 20.4 6.1 0.0 0.0
Roks 13.5 29.7 20.3 20.3 5.4 5.4 5.4
Europa Plus 12.8 32.9 21.5 19.4 9.3 3.5 0.7
Radio 1 0.0 38.8 26.5 18.4 14.3 2.0 0.0
Modern 11.3 37.2 20.3 18.2 10.0 2.2 0.9
Maximum 7.1 42.9 22.9 17.9 7.9 1.4 0.0
Nest 5.3 31.6 31.6 15.8 15.8 0.0 0.0

population 8.0 14.4 17.1 18.8 13.2 13.7 14.8

1
Listening to Nest is insignificantly small, so that the breakdown of its audience in this table is irrelevant.
The St. Petersburg, Russia Radio Market: November 1995 page 5
1995 Grant Goddard


HOUSEHOLD INCOME INDEX

<180 180-299 300-480 >480 ('000 rubles per capita)

Nostalgie 17.5 28.8 32.5 21.3
Maximum 24.3 32.4 23.4 19.8
Roks 23.4 23.4 34.4 18.8
Nest 17.6 29.4 35.3 17.6
Radio 1 25.7 14.3 42.9 17.1
Katusha 21.1 23.7 39.5 15.8
Modern 20.4 35.6 28.8 15.2
Baltika 21.9 37.7 25.3 15.1
Mayak 21.7 32.9 31.7 13.8
Europa Plus 26.3 32.1 28.8 12.9
Tochka 22.7 34.8 31.7 10.8
Rossia 14.8 38.9 36.2 10.1

sample 21.9 33.7 31.1 13.3
The St. Petersburg, Russia Radio Market: November 1995 page 6
1995 Grant Goddard
EDUCATION INDEX

<average average higher
education education education

Nostalgie 9.6 43.6 46.8
Radio 1 6.1 49.0 44.9
Rossia 7.4 49.7 42.9
Mayak 11.2 50.9 37.9
Tochka 14.0 49.1 36.9
Maximum 11.4 53.6 35.0
Modern 16.0 51.1 32.9
Baltika 14.1 54.2 31.7
Europa Plus 16.6 51.9 31.5
Roks 20.3 50.0 29.7
Nest 5.3 78.9 15.8
Katusha 20.4 69.4 10.2

sample 16.0 47.3 36.7
The St. Petersburg, Russia Radio Market: November 1995 page 7
1995 Grant Goddard
The St. Petersburg, Russia Radio Market: November 1995 page 8
1995 Grant Goddard
AUDIENCE CROSS-TABULATION (= cross-cume)

tochka Rossia Mayak Roks Nostalgie Maximum Radio 1 Modern Katusha Europa Plus Nest Baltika

tochka 100.0 4.1 9.3 0.5 0.2 1.4 0.7 2.9 0.7 2.8 0.2 5.0

Rossia 57.1 100.0 40.5 4.8 2.4 7.1 2.4 4.8 4.8 7.1 0.0 9.5

Mayak 56.3 17.7 100.0 0.0 2.1 2.1 2.1 3.1 1.0 3.1 0.0 11.5

Roks 16.7 11.1 0.0 100.0 22.2 0.0 0.0 16.7 5.6 11.1 0.0 27.8

Nostalgie 4.0 4.0 8.0 16.0 100.0 16.0 0.0 8.0 4.0 20.0 0.0 12.0

Maximum 16.7 6.3 4.2 0.0 8.3 100.0 10.4 35.4 4.2 33.3 0.0 14.6

Radio 1 28.6 7.1 14.3 0.0 0.0 35.7 100.0 14.3 7.1 50.0 0.0 21.4

Modern 18.7 2.2 3.3 3.3 2.2 18.7 2.2 100.0 4.4 22.0 0.0 11.0

Katusha 26.7 13.3 6.7 6.7 6.7 13.3 6.7 26.7 100.0 13.3 0.0 20.0

Europa Plus 16.8 3.2 3.2 2.1 5.3 16.8 7.4 21.1 2.1 100.0 0.0 13.7

Nest 100.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 100.0 0.0

Baltika 33.0 4.5 12.5 5.7 3.4 8.0 3.4 11.4 3.4 14.8 1.1 100.0



data: St Petersburg Independent Analytical Centre



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