Rebrendiranje Narodnog radija u Bravo! i radija Gold fm-a u Happy fm – povećanje slušanosti ili samo promjena imidža?

Komercijalne postaje na osnovi slušanosti i profila slušatelja određuju koncepciju i razvijaju svoj brend. U slučaju da postaja nema odgovarajuću slušanost, odnosno profil slušatelja zanimljiv oglašivačima, menadžment mora reagirati. Odluka o rebrendiranju najčešće se donosi s ciljem povećanja slušanosti, odnosno promjene imidža što privlači profil slušatelja koji je atraktivniji oglašivačima. Prema izvješću o slušanosti agencije Ipsos, među 136 komercijalnih radijskih postaja, najslušanija hrvatska postaja u trećem kvartalu 2022. bio je narodni, dok se Gold FM nalazio na 13. mjestu. Iako je bila najslušanija radijska postaja, narodni je u potpunosti rebrendiran te je 16. 11. 2022. postao bravo!, a Gold FM u rebrendiranju je 29. 11. 2022. postao Happy FM. Rad pomoću ankete provedene među slušateljima analizira učinkovitost rebrendiranja u smislu boljeg imidža i kvalitetnijeg profila slušatelja radijskih postaja, istražujući pritom razloge zbog kojih se menadžment odlučio za rebrendiranje, što nakladniku posljedično donosi veću slušanost i bolje poslovne rezultate. U istraživanju metodom telefonske ankete, provedenom u suradnji s agencijom Ipsos, intervjuirano je 12 000 osoba. Anketa je provedena u trima razdobljima: treći kvartal 2022., posljednji u kojem su narodni i Gold FM samostalno emitirali; četvrti kvartal 2022., u kojem je provedeno rebrendiranje radijskih postaja; drugi kvartal 2023., kada su se novi mediji – bravo! i Happy FM – već etablirali na hrvatskoj radijskoj sceni. Rezultati istraživanja pokazali su kako je narodni rebrendiranjem tek djelomice uspio promijeniti svoj imidž, odnosno profil svojih slušatelja. Bravo! su počeli slušati mlađi, obrazovaniji i urbaniji slušatelji, u odnosu na publiku narodnog, ali je nakon rebrendiranja došlo do pada broja slušatelja. Gold FM pak nije bio u samom vrhu po slušanosti, ali je imao dobar imidž i kvalitetan profil slušatelja. Happy FM je nakon rebrendiranja imao znatno lošiju slušanost od Gold FM-a, a pritom je
Commercial broadcasters determine the concept and develop their brand on the basis of listenership and listener profile. If radio station does not have an adequate audience or a listener profile interesting to advertisers, the management must react. The decision to rebrand is typically made for the purpose of increasing listenership and changing the image, which attracts a listener profile that is more attractive to advertisers. According to the Ipsos agency’s audience report, the most listened-to Croatian station in the third quarter of 2022 was narodni, whilst Gold FM ranked thirteenth out of 136 commercial radio stations. Despite being the most popular radio station, narodni underwent a complete rebranding and on November 16, 2022 became bravo! Gold FM was rebranded on November 29, 2022 and became Happy FM. The work, using a survey, analyzes the effectiveness of rebranding in terms of a better image and a better profile of listeners, while investigating the reasons why the management decided to rebrand, which results in more listeners and improved financial outcomes for the publisher. In collaboration with the Ipsos agency, 12,000 individuals were interviewed using the telephone survey method. The survey was conducted in three periods: the third quarter of 2022, the last in which narodni and Gold FM broadcast independently; the fourth quarter of 2022, in which the rebranding of radio stations was carried out; the second quarter of 2023, when the new media - Bravo! and Happy FM – have already established themselves on the Croatian radio scene. The results of the research showed that narodni by rebranding only partially managed to change its image and the profile of its listeners. Bravo! started to be listened to by younger, more educated and urban audience, compared to the listeners of narodni radio, but the number of listeners dropped. Although its listenership was not the highest, Gold FM had a positive image and a high-quality profile of listeners. Following th