The latest results show 3.47 million listeners (15+) tune into radio every weekday – that is daily radio listening at 79.7% of all adults. Listening levels in the past week increase to 90.4% of the population.
A total of c. 16,700 people were interviewed during the survey period by Ipsos B&A, on behalf of JNLR – Joint National Listenership Research – that is commissioned by all national, regional and local stations, AAI, IAPI and Coimisiún na Meán.
The following tables show the key, topline results from the week-day report for the main radio stations at National level, within Dublin and Cork counties, and the South- East, South-West, North-West, North-East/Midlands, Multi-City and Dublin Commuter regions. (See p.12).
While Tables 1-4 show the proportion of adults tuning into the stations at some time during the day, the depth of listening or loyalty to various stations is best reflected in the share of listening achieved by each station, as shown in Tables 5-8, whilst Table 9 provides information on the Local Stations in each licensed franchise area.
(Reference to change in this report relates to the previous published report, incorporating the period January to December’24. Figures showing the size of the increase/decrease reflects the movement since this last publication (book-on-book) and are rounded to 1 decimal place).
A large majority of Irish adults – 79.7% (-0.1%) listen to the radio every day. More than half, 52.5% (+0.7%) tune into their local or regional station and 42.9% (-1.0%) listen to a national station. Among the younger market, 15 to 34’s, 67.7% (-0.8%) listen to radio daily.
Irish radio audiences continue to listen to a significant amount of radio everyday – tuning in, on average, for almost 4 hours (229 mins, -1) per day, per listener, during the
prime 7am to 7pm time (Irish Adults listening Mon-Fri). In terms of share of all minutes listened in the country, National Radio currently has 45.4% share (-0.9%) of all minutes,
while Local/Regional Radio holds the majority share position with 54.6% (+0.9%) in this reporting period. Across the various regional areas throughout the country, National Radio holds the majority share position in Dublin (52.8%) and the greater Dublin Commuter belt (53.6%). On the other hand, Local/Regional radio is in the majority in the other regions throughout the country, in particular, achieving its highest share in Cork (61.0%), in the South-West (63.1%) and in the North-West (60.5%) region of the country. (See T5).
Among the younger 15-34-year audience, Local/Regional Radio is in the majority share position achieving a combined share of minutes of 65.7% (+2.8%) versus 34.3% (-2.8%) for National Radio. In particular, the Local/Regional group holds its strongest share position among this age cohort in the South-West area (71.6%), Dublin (69.3%), North West (67.8%) in Dublin Commuter area (67.7%), and in the Multi-city area (67.7%) (See T7).
Considering the older 35+ age segment, Local/Regional radio also has the majority share among this cohort, 52.0% (+0.5%). However, in regional markets among this age group, National Radio holds the majority share of minutes in Dublin (58.2%), the Dublin Commuter region (58.7%), and the Multi-city area (51.7%). (See T8).
Local radio continues to perform strongly in the local radio markets across the country, with 36.4% of adults in the country tuning into their local station every day. On the criterion of share of minutes listened during prime 7am to 7pm, local radio has a total share nationally of 37.8% while particular stations – Highland Radio, Radio Kerry, Northern Sound Radio and Mid-West Radio hold the majority share position (50%+) in their respective franchise areas.
For more details, please contact Karen Hall: karen.hall@ipsos.com
