(arg) Cómo escuchan radio los argentinos

Cada día, en Capital y Gran Buenos Aires, más de 6 millones de personas sintonizan una emisora, según Ibope. En qué soporte escuchan y qué música eligen. Cifras que alientan. Retrato de un rito nacional.

Los argentinos no le damos paz ni a los ojos, ni a las falanges: se estima que la Argentina es el segundo país de América Latina con más personas registradas en Instagram, 11.000.000 usuarios. Que este es el séptimo país que más ve Netflix. Que WhatsApp está instalado en el 97 % de los teléfonos inteligentes. Y que el 20% del valioso tiempo de un día lo dedicamos a estar conectados a la red. Ante tanto bombardeo: ¿Cómo usamos el oído? ¿Hay tiempo para la radio? ¿Qué tipo de oyente es el argentino atravesado hoy por tanto estímulo?

La primera gran noticia para radiófilos es que su medio no pasó de moda. Habrá crisis de emisoras y un triste panorama laboral, pero el argentino mantiene la costumbre de buscar una vocecita en el aire que lo informe o lo abstraiga de un mundo que satura. Un informe de Clarín, diez años atrás, daba cuenta de que aproximadamente 6 millones de personas escuchaban radio en Capital y Gran Buenos Aires diariamente. La cifra no se modificó: según Kantar Ibope Media, 6.256.450 personas posan hoy su tímpano en una transmisión a diario en la “Reina del Plata”.

Si pudiera armarse un identikit del radioescucha promedio, sería alguien más o menos así: mayormente personas de 30 en adelante que –según Ibope-, sintonizan, antes que nada, “para informarse” y, luego, “para sentir compañía y entretenerse”.

La casa es el lugar donde más se disfruta la radio, seguido inmediatamente por el auto. “El consumo en el auto, especialmente en el caso de Buenos Aires, se comienza a asemejar a lo que ocurre en las grandes urbes, donde por la gran cantidad de tráfico se pasa mucho tiempo manejando y la radio es el principal acompañante. Eso impulsa el crecimiento del tiempo de escucha diario”, detallan desde Ibope.

La mayoría sintoniza en un equipo común de radio y en materia de música prefiere “música de moda en español”. En segundo, tercer y cuarto puesto de preferencias: “música de moda en inglés”, “rock en español” y “música tropical”.

Las tres radios que más se escucharon en AM, según mediciones de Ibope de noviembre: Mitre, Radio 10 y La Red. Mitre le sacó ese mes una brecha de 25,9 a la 10 (de lunes a domingos las 24 horas). En FM, mantiene la punta La 100, después se ubican Pop y Disney. La brecha entre La 100 y Pop fue de 3, 1 puntos.

Más que números alentadores

Desde Kantar Ibope aclaran: “Nuestras mediciones de audiencia de radio son a nivel plaza, no a nivel nacional. Medimos de modo constante Buenos Aires (ciudad y Gran Buenos Aires) y también hacemos shots anuales de medición en Córdoba (ciudad y conurbano) y Mendoza (ciudad y conurbano)”. O sea: con un territorio tan vasto, es probable que el número final de oyentes sea muchísimo mayor.

Cuando uno hace turismo interno, alcanza escanear cualquier pueblito o paraje para saber que la radio es todavía reina. O vale el ejercicio de escuchar la catarata de oyentes del interior que aún llama a las emisoras y deja su mensaje. A eso hay que sumarle el escuadrón de argentinos en el exterior que no son tomados en cuenta en las mediciones y sintonizan vía web hasta en Moldavia.

“Una forma clara de tener presente el liderazgo de la radio en la Argentina y lo arraigada que está en la cultura es tener en cuenta que en Buenos Aires tiene un alcance semanal de 8.161.028 personas”, dice el Director Comercial Cono Sur de Kantar Ibope Media, Ariel Hajmi.

Un experimento casero: basta entrar a una mega cadena de disquerías que venden electrodomésticos y caer en las garras de un joven vendedor. “¿Una radio portátil? Alguna queda. Pero no conviene”, se escucha advertir al “profeta” que no está vaticinando un futuro infeliz para la radiofonía: directamente piensa que no hay presente. “La gente no escucha radio. Ahora está el podcast. O Spotify”, sentencia. Pero antes estaba el videoclub. Y el club. Y el mundo de los sentidos allá afuera. La amenaza de fuga de atención, aunque menor, también existía.

“No podés comparar una historia de Instagram con un relato radial de Alejandro Dolina, de noche, en medio de un campo”, debate Elizabeth “La Negra” Vernaci con su defensa del medio nacido hace 97 años. “Las nuevas plataformas aportan, no distraen. No sé si es tan importante que un adolescente escuche radio. Tampoco mira tele. Y no hay que desesperarse, cambian las forma, no el fondo. No sé si es más un deseo que una realidad, pero creo que es un medio que no va a morir nunca. Mientras alguien tenga algo para contar y otro necesidad de escuchar, habemus radio”.

Hay otros factores que pocos tienen en cuenta cuando entregan “el certificado de defunción radial”: uno, el fútbol televisado pago hace que miles de fanáticos de bolsillos golpeados (o en desacuerdo con la medida) vuelvan a volcarse a las transmisiones deportivas –muchas detenidas en el tiempo y encantadoramente antiguas-.

Por otro lado, según una investigación de la consultora Focus Market, tres de cada diez argentinos vive solo. Un aparatito encendido siempre será compañía y es difícil que la serie del momento le compita a un oído solitario ávido de que le hablen amorosamente o le contagien buen humor.

“Se lo dije a Magdalena Ruiz Guiñazú en la ultima ceremonia de los Martín Fierro a la radio, cuando le entregué su estatuilla a la trayectoria: su programa emana el olor a tostadas de las mañanas. Hay algo que logra solamente la radio. Una comunión con el que escucha, que imprime el recuerdo. Desde ese lugar, no hay competencia”, explica su teoría romántica, despegada de números el hombre más escuchado de la FM, Santiago del Moro (El club del Moro, La 100).

Si algo puede decirse a favor de las redes sociales y el sobreestímulo es que Millennials ni enterados de que existe tal o cual programa radial, llegan a descubrir secciones o fragmentos gracias a los audios subidos al instante o al instagrameo de situaciones diarias en los estudios. Por citar un caso: Laurita Fernández, figurita televisiva, conduce en Vale (FM 97.5) desde las 6 y logra frecuentes Trending Topic y que adolescentes de 17 años, “militantes” del ciclo televisivo Combate, reparen en que existe algo llamado ‘aire radial’ y escuchen, aunque no hayan tenido contacto jamás con una “cajita” sonora.

“El gran cambio en el perfil del oyente es su participación. Que ahora es instantánea, a través de redes sociales, por lo que se mete en los contenidos y dialoga constantemente con los conductores”, opina Sebastián Wainraich (Metro y medio, Metro). “Igualmente, es difícil pensar a un oyente homogéneo. Arranca a los 20 años y hasta la muerte. En general es un oyente comprometido. En el caso de Metro, la audiencia es ancha en lo que se refiere a edad, situación económica y laboral. Y se mete, corrige, interviene”.

El esperanzador caso español

Mirando el panorama a diez mil kilómetros, el apocalipsis radiofónico también parece más un deseo pesimista de unos pocos que una realidad: según ABC de España, “el medio sigue muy vivo pese a tener un siglo. Casi dos horas de escucha por persona, por día, con una penetración del 60% en los hogares españoles en 2016”, informan. La radiografía del oyente: hombre de clase media, de entre 35 y 44 años. Entre las 7 y las 12, las emisoras alcanzan picos máximos de audiencia. “Incluso baten a la todopoderosa TV”.

Según el Estudio General de Medios, seis de cada diez españoles escuchan diariamente radio. “Esto supone que 24.700.000 personas sintonizan cada día alguna emisora”, subraya ABC. “Los excelentes resultados hacen que las marcas conciban ya a la radio un medio en alza”.

“Hoy por hoy lo que conocemos como radio, mundialmente se lo llama audio. Las mismas mediciones que nosotros hacemos, ya se denominan audio measurement en lugar de radio measurement. Lo que cambia es el soporte tecnológico, pero la necesidad y la intención de la gente de contar con un medio que lo acompañe, lo informe y lo entretenga en tiempo real, aunque sea a través de un streaming radial, va a seguir más vigente de aquí al futuro”, alienta Hajmi, de Ibope.

Un retrato perfecto del oyente es imposible. Uno le habla a todo el mundo, excepto que haga un programa exclusivamente de nicho. Uno siempre trata de imaginarse a quién se dirige, pero el público es heterogéneo. Particularmente, trato de creer que mi oyente tiene todas las edades. Me voy amoldando y pienso en hablarle al padre que se levanta a llevar a sus hijos a la escuela, pero también al chico que se despierta más tarde. Además, el oyente entra por todos los frentes y, tal vez, no se toma en cuenta al que escucha por la web.

La radiofonía hizo una reinvención total. Supo rápidamente lograr sinergia con las nuevas tecnologías. ¿Es el fin de la radio convencional? Sí. Ya no es una persona hablándole a otro que está encerrado. Confluyen redes, pensamos contenidos aparte del vivo. Ya está blanqueado lo visual. No hay que hablar ahora de radio, sino de contenido. Si me ven o me escuchan, ya es una anécdota. Nuestro estudio de La 100, por ejemplo, tiene cámaras, como si se tratara de televisión. Ir en contra de eso es una discusión perdida, porque el mundo va indefectible allí.

Ya no podemos discutir cosas que atrasan. Instalarse de forma purista en el pasado es como hablar del periodismo antes de la computadora o de Google. Yo estoy fascinado por la puerta que se abre. Creo que de acá a cinco años la radio va a ser mucho más fuerte de lo que es hoy. Más potente y poderosa, porque al don de la palabra suma el apoyo visual. Se transforma en un universo de infinitas posibilidades.

Curiosidades y mitos derribados

​Unos 250 programas ofrece el dial, sólo contabilizando las 20 emisoras más importantes del país. Un mito que se derriba: que si se escucha en los taxis, un programa funciona: no necesariamente. Hay más 6 millones de oyentes diarios en Capital y GBA, pero poco más de 38 mil licencias de taxis. En materia de publicidad: entre enero y octubre de 2017, fueron emitidos 1.897.953 avisos. Los spots ocuparon 34.829.216 segundos. Los sectores que más invierten en publicidad son el comercio y retail, las comunicaciones y la industria de la alimentación.

 

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