Feb 2012 JNLR Irish Radio Listening FiguresPosted: February 2, 2012
The latest JNLR/Ipsos MRBI report into radio listening in the Republic of Ireland has been published today (2nd February, 2012), covering the 12-month period from January to December 2011.
The latest results show daily radio listening at 85% – that is 85% of all adults listening every weekday. A total of c15,600 people were interviewed during the survey period by Ipsos MRBI, on behalf of JNLR – Joint National Listenership Research – that is funded by all national, regional and local stations, BAI, AAI, and IAPI.
85% of Irish adults listen to the radio on an average day – 58% (=) tuning into their local or regional station and 47% (+1) listening to a national station. Among the younger 15-34 year market 82% listen daily. Irish audiences continue to listen to a significant amount of radio daily – tuning in, on average, for almost 4 hours per day during the prime 7am to 7pm time (Irish Adults listening Mon-Fri).
In terms of share of all minutes listened, national radio has 47.6% share of all minutes (plus 1%) while local/regional radio holds the majority share position with 52.4%.
Looking at the various regions throughout the country, national radio holds the majority share position in Dublin (57.1%), the Dublin Commuter belt (57.7%), the Multi-city areas (52.1%) and the North East/Mid region (51.7%) while local/regional radio is in the majority in the other regions throughout the country. Among the younger, 15-34 year old audience across the country, local/regional radio holds the national majority share position at 62.4% (-1%) versus 37.6% (+1%) for national radio. In particular, the local/regional group holds a strong share position among this age segment in Dublin, 70.5%; Cork, 64.4%; the Multi-city region, 65% and the Dublin Commuter region, 67.6%.
Considering the 35+ age segment, national radio holds the majority share, 51.5% (+1%). In regional markets, national radio maintains a strong share position in Dublin, 68.8%, the Dublin Commuter region, 68.4% and in the Multi-city area, 59.4%. (See T8). Local radio continues to be a strong performer in the individual radio markets across the country – in many areas reaching more than 40% of the local adult population daily (particularly in the south and west) . In Mayo, the Shannonside area and Donegal Nth, more than 50% of the adult population tune in daily. In particular, on the criterion of share of minutes listened during prime 7am to 7pm, Highland Radio, Tipp FM, Radio Kerry, MWR and Shannonside 104FM hold the majority share position in their franchise areas.
Full breakdowns of reach and share for all areas are available in the official Ipsos/MRBI JNLR report available at www.bai.ie