{"id":38581,"date":"2026-01-22T09:35:44","date_gmt":"2026-01-22T08:35:44","guid":{"rendered":"https:\/\/goldbach.com\/?p=38581"},"modified":"2026-08-31T16:30:22","modified_gmt":"2026-08-31T14:30:22","slug":"interview-with-janine-escribano-from-swiss-radioworld","status":"publish","type":"post","link":"https:\/\/goldbach.com\/en\/interview\/interview-with-janine-escribano-from-swiss-radioworld\/","title":{"rendered":"Interview with Janine Escribano from Goldbach Audio"},"content":{"rendered":"

“Why Radio is and remains indispensable in the media mix”<\/h2>\n

In mid-January, Mediapulse AG published the semester figures on Radio usage for the second half of 2025. We asked Janine Escribano, Head of Operations Goldbach Audio (formerly Swiss Radioworld), what the figures mean for the Radio market in general and for advertising clients in particular. <\/p>\n

The new Mediapulse figures are available. From your perspective, what is the most important message for the advertising market? <\/strong><\/p>\n

The most important message is clear: Radio works \u2013 and very consistently. Despite the partial FM switch-off at the beginning of 2025, Radio reaches 93% of the population over the age of 15 every week. That’s almost 7 million people. At the same time, those who use Radio listen for an average of 110 minutes per day. A compelling combination of Reach and usage intensity. <\/p>\n

Many had expected stronger slumps after the FM switch-off. How do you classify the development? <\/strong><\/p>\n

The figures clearly show that these concerns were unfounded. Across all individuals, the daily listening time is around 76 minutes \u2013 roughly the same as in the previous year. This shows that Radio is firmly anchored in everyday life. The distribution channels are changing, but usage remains robust. For advertisers, this primarily means planning security. <\/p>\n

There is talk of a market shift in favor of private Radios. What does that mean specifically? <\/strong><\/p>\n

We are seeing a sustainable shift, not short-term effects. Private Radio stations were able to expand their Reach compared to the previous year and continue to gain in importance. This is a strong signal for the commercial Radio market. Private programs impress with proximity, relevance and clear profiles \u2013 and that is exactly what appeals to the audience.<\/p>\n<\/div>

\"Two

Your Radio advertising opportunities at Goldbach<\/h2>

Here you will find our Radio portfolio, various advertising formats, rates and more.<\/p><\/div><\/div><\/a><\/span><\/div>

Und was bedeutet diese Entwicklung ganz konkret f\u00fcr den Radiomarkt?<\/strong>
\n<\/span>
\n<\/span>Dass sich die Trends, die bereits im ersten Halbjahr 2025 sichtbar waren, f\u00fcrs restliche Jahr best\u00e4tigt haben. Radio bleibt auch nach den strukturellen Ver\u00e4nderungen beim Verbreitungsweg ein starkes Medium mit hoher Reichweite und einer breiten, intensiven und stabilen Nutzung. Gleichzeitig profitieren die privaten Sender klar von der Marktverschiebung und konnten ihre Reichweiten gegen\u00fcber dem Vorjahr ausbauen. Und weil die Sender aktuell mehr Leistung liefern, als im Markt vollst\u00e4ndig kapitalisiert wird, gewinnt Radiowerbung noch weiter an Attraktivit\u00e4t.<\/p>\n

Wie w\u00fcrdest du die Rolle von Radio im Mediamix 2025 beschreiben?<\/strong><\/p>\n

Radio ist ein strategisch relevanter Kanal. Es erreicht Menschen t\u00e4glich, begleitet sie \u00fcber lange Zeitr\u00e4ume und schafft Vertrauen. In einem fragmentierten Medienumfeld liefert Radio genau das, was Marken brauchen: Verl\u00e4sslichkeit, Reichweite und Wirkung. Die aktuellen Mediapulse-Zahlen best\u00e4tigen das eindr\u00fccklich.<\/p>\n

Dein Fazit f\u00fcr Werbekundinnen und Werbekunden?<\/strong><\/p>\n

Radio ist und bleibt auch im ver\u00e4nderten Marktumfeld ein strategisch relevanter Kanal mit hoher Planungssicherheit, stabiler Nutzung und attraktiven Leistungswerten: Verl\u00e4sslich, wirkungsvoll und mit hoher Wirkung.
\nDie aktuellen Zahlen sind ein klares Argument, dass Radiowerbung in einem erfolgreichen Mediamix unverzichtbar ist.<\/p>\n<\/div>

Interested in Radio advertising? Get in touch. <\/h2>\n<\/div>
Contact us<\/span><\/a><\/div><\/div><\/div><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":22,"featured_media":38571,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[84],"tags":[147],"kanal":[355],"werbeform":[360],"class_list":["post-38581","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-interview","tag-commercialcontent","kanal-audio","werbeform-radio"],"acf":[],"yoast_head":"\n"Why Radio is and remains indispensable in the media mix"<\/title>\n<meta name=\"description\" content=\"Janine Escribano from Goldbach Audio explains why Radio advertising is a reliable, effective instrument with a high impact, even after the partial shutdown of FM.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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