NMa: Eligibility requirements for Dutch radio listeners survey are relaxed

The Netherlands Competition Authority (NMa) is pleased to hear that Dutch radio broadcasters association RAB Netherlands has amended the eligibility requirements for the Permanent Radio-Listeners Survey (CLO), thereby improving access to the survey, particularly for regional stations. Advertisers are thus provided a better ratings overview because more stations can be included in the CLO than so far has been the case. The NMa therefore believes that competition on the radio advertiser market will increase.

Having received a complaint from Dutch regional radio station WildFM, the NMa launched an investigation into the CLO's eligibility requirements. WildFM wanted to be included in the survey, but it was told it could only be included if it met the same requirements that national stations met as well, despite the fact that WildFM is a regional station. Having consulted with the NMa, it was RAB itself that suggested adjusting its eligibility requirements. In part based on RAB's commitments, the NMa decided to suspend its investigation.


The CLO is carried out by Dutch market research company Intomart, as commissioned by RAB, measuring radio audiences for each station on a national level. Using those ratings, advertisers can decide whether they want to buy advertising time on what stations. The survey into radio audience sizes of regional stations may be interesting for advertisers that consider targeting specific regional target audiences.