Bauer Media Audio is expanding its reach across Europe into Portugal — it is buying Media Capital Rádios, the radio assets of Lisbon-based Media Capital Group. The move is part of Bauer’s ambitious plans to cement its authority as Europe’s most powerful commercial radio group. It has operations in the United Kingdom, Poland, Denmark, Sweden and Norway, and in Slovakia, Ireland and Finland following deals completed last year.
MCR is one of Portugal’s leading radio groups. According to Media Landscapes, it has the highest average daily audience times compared to the country’s other media groups. Its portfolio includes four of the country’s 10 most listened-to radio stations. MCR says Rádio Comercial has been the audience leader over the last 10 years, M80, the third most listened-to radio station nationwide and second in the Greater Lisbon region. The group also includes youth station Cidade FM, two niche stations, Smooth FM and Vodafone FM, and a digital portfolio comprising 30 digital radio stations and more than 60 podcasts.
On the proposed takeover, Bauer Media Group’s Chief Operating Officer, Paul Keenan, said that radio is hugely popular in Portugal and a key part of the country’s rich cultural landscape, making it an attractive market for the company.
On the plans for the Portuguese stations, Keenan said, “We are very much looking forward to working closely with the talented team at Media Capital Rádios. We are committed to continuing to offer trusted news and great music and entertainment to Portuguese audiences while bringing investment and innovation which will benefit listeners and advertisers alike.”
Mário Ferreira, chairman of Media Capital Group, commented, “Today we mark an exciting new chapter for both media groups. I’m confident that under Bauer Media’s ownership, radio stations will continue to thrive, be very successful and grow. We are very proud to be the guardians of these iconic brands in the Portuguese market, and I would like to thank our talented teams for their commitment and contribution to Media Capital Rádios.”