Giant Audience of an FM Station in Brazil Puzzles and Puts It Far Ahead of Traditional Radios
- Ricardo Gurgel
- 8 de ago.
- 4 min de leitura
Let’s not hide the reality we face in today’s world: radio stations are in a constant battle with social networks, Spotify, YouTube, and various other platforms that compete just as much for the audience’s attention as for advertisers’ money. The internet has undoubtedly become a turning point for radio, either because stations chose to embrace digital tools and expand their reach beyond FM or AM, seizing the opportunity and treating this confrontation as a process of learning and adaptation, or because they saw the internet as the number one enemy, turning a blind eye to opportunities or even launching campaigns against it, aiming to discredit the content found online as a network of lies, thereby venting their frustration over lost revenue.
There is also a category of stations that, in addition to avoiding the bleeding caused by competition with the internet, have actually managed to multiply their audience and revenue. I admit this is not something that happens often, which is why it’s worth sharing what I see as a phenomenon,an example of making the very best use of radio as a powerful communication tool.
Radio truly gains greater strength when it is used as a platform for discussion and companionship rather than just music. I say this because the station I’m referring to, which boasts impressive numbers, is a ratings giant thanks to its presenters, not its playlist. The station taps into something that is still today a major magnet for listeners: religion. And when a broadcaster manages to combine this niche with presenters who have the unique, radio-exclusive style of communication, much of its success becomes easier to explain.
Truly massive audience
The best way to prove a truly massive audience is when the numbers aren’t even under the direct control of the stations themselves. A clear example of this happens with those that broadcast their programming on YouTube, where the audience count is visible to anyone. This exposes the reality of some stations that, in addition to their reach on the dial, manage to gather thousands of listeners and viewers online.
Novas de Paz
A notable case is Novas de Paz (88.1 MHz), from Jaboatão dos Guararapes (Recife Metropolitan Area), which, even in the early hours of Saturday morning, reaches around 3,000 simultaneous viewers on YouTube. Below is the link to the channel so you can follow the station’s audience at different times and on different days.
Audience of 3,005 People in the Early Hours (1:18 AM) of Saturday (07/12)
Channel link for verification
Channel link: Rádio Novas de Paz Oficial
Multiple platforms demonstrate the audience-building capacity that Novas de Paz has developed
Having a significant audience on YouTube is telling: it reveals that this massive public engagement is not limited to the platform. It makes no sense to assume that such high YouTube numbers wouldn’t correspond to reality on the dial. In fact, I have personally had access to Novas de Paz’s streaming panel, and I can state, not just recently, that its streaming numbers have always been as impressive as those recorded on the video platform.
Moreover, Recife is one of the markets regularly evaluated by Kantar Ibope. When a station does not subscribe to the institute’s service, it appears in the reports as “unidentified,” precisely so it is not listed in the rankings without having officially joined the service. Well, there it was, without identification, ranking among the top (if not the top) positions. Coincidence?
National Level
This is not a major São Paulo station, nor is it sustained by a massive media conglomerate or a national network. It’s a station based in the metropolitan region of Recife. And it’s important to note: I am not a member of the church behind Novas de Paz — yes, it is a religious broadcaster, and I do not follow its programming, as it’s not among my personal interests. However, what I analyze here is the extremely efficient way it reaches its audience. I am not judging any religion, judging beliefs is not right. Every expression of faith deserves respect, regardless of whether or not we are its adherents.
The fact is, Novas de Paz has long been a national audience champion. Yes, national. Its numbers are impressive not only within Recife’s context but also in the Brazilian radio landscape as a whole. It’s evident that the station has won listeners scattered across the country, but this does not diminish the merit of its formula, which proves particularly powerful in its home city.
As I mentioned earlier, different surveys, using various methods, consistently confirm the strong standing of Novas de Paz 88.1 FM.
An “Unknown” Brand?
This can understandably surprise many of us who do not live in the Recife region. Novas de Paz is not a commonly encountered or instantly recognizable brand, especially considering it is a niche religious station within the evangelical segment. Often, our personal or professional bubble doesn’t even come into contact with these large, highly mobilized audience groups.
And that’s precisely where we need to be alert: our audience perception and analysis methods can fail when ignoring significant movements happening outside our radar, yet which are undeniably real and influential.
Important
Once again, it is important to be clear: this post focuses on the station’s impressive communication efficiency and audience generation. At no point is the emphasis on any religious preference. What stands out here is Novas de Paz’s success in winning over the public, especially when compared to so many other stations with similar content profiles that do not even come close to its reach, both on radio and digital platforms.
The purpose of this text is to highlight radio as a powerful audience generator when done well. The real spotlight here is on the talent for making radio that truly attracts, engages, and retains listeners.
The Point
While some stations struggle with complex strategies to reach younger or urban audiences, Novas de Paz shows that with clear language, precise targeting, and a strong identity, it’s possible to grow, and grow a lot, both on FM and in the digital space.
Comentários