Summ’it aims to connect audiences through audio storytelling
IP Luxembourg, an ad sales house, has published the first results of the TRAIL (TV & Radio Audience in Luxembourg) survey, covering the period November 2024 to March 2025.
TRAIL analyzes the audiovisual media consumption of Luxembourgers aged 16 and above. The survey, based on approximately 2,400 interviews and 980 e-diaries, was conducted by ILRES, a Luxembourg-based market research company, on behalf of IP Luxembourg.
The audience research was based on a “day after recall” section, with telephone and on-line research by the ILRES panel, with data on media coverage and profiles, and an “eDiary” section, where participants entered their data on media-consumption — a new modus operandi for Luxembourg, inspired by audience ratings research abroad.
According to the survey, approximately 360,000 people in Luxembourg (approximately half the country’s population) listen to the radio daily, with most using their car radio (78%).
RTL Radio Lëtzebuerg leads the audience ratings with a weekly reach of 51.7%, followed by Eldoradio (37.6%), Essentiel Radio (22.9%), RTL Radio 93.3 & 97 (18%), and Radio 100.7 (12.5%).
You can read the full TRAIL survey results for the period November 2024 to March 2025 here.
