Ipsos MRBI/JNLR - Oct 2017

The latest JNLR/Ipsos MRBI report into radio listening is published today (26th October 2017). It covers the 12-month period from October 2016 to September 2017.

The author(s)
  • Karen Hall Ipsos Media, Ireland
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The latest results show daily radio listening at 83% - that is 83% of all adults – more than 3.1 million listeners (15+), listening every weekday.

A total of c16,830 people were interviewed during the survey period by Ipsos MRBI, on behalf of JNLR - Joint National Listenership Research - that is commissioned by all national, regional and local stations, BAI, AAI, and IAPI.

The following tables are the key top line 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.11).

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.

83% of Irish adults listen to the radio on an average day. More than half, 57% (=) tune into their local or regional station and 45% (+1%) listen to a national station.  Among the younger, 15 to 34-year market, 77% (=) listen daily.

Irish radio audiences continue to listen to a significant amount of radio everyday

– 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 in the country, National Radio currently has 45.5% share (+0.5%) of all minutes while Local/Regional Radio holds the majority share position with 54.5% (-0.5%) in this reporting periodAcross the various regional areas throughout the country, National Radio holds the majority share position in Dublin (56.2%) and the greater Dublin Commuter belt (54.9%) while Local/regional radio is in the majority in the other regions throughout the country, in particular, achieving its highest share position in the North West (61.4%), Cork (60.5%), and South West regions (58.7%)(See T5).

Among the younger, 15-34, audience in the country Local/regional Radio is in the majority share position achieving a combined share of minutes of 67.2% (-0.1%) versus 32.8% (+0.1%) for National Radio. In particular, the Local/regional group holds its strongest share position among this age segment in Dublin (73.7%), in the Dublin Commuter region (72.6%) and in the South East (70.7%).

Among the older 35+ age segment, Local/Regional radio is marginally ahead in terms of share of all minutes listened, 50.6% (-0.6%) compared to National radio. However, in regional markets among this age group, National Radio holds the majority share in Dublin (66.4%), the Dublin Commuter region (64.0%), and in the Multi-city area (55.0%).  (See T8).

Local radio continues to be a strong performer in the local radio markets across the country – in many areas reaching more than 40% of the local adult population daily. In particular, on the criterion of share of minutes listened during prime 7am to 7pm, Highland Radio, MWR and Radio Kerry hold the majority share position in their respective franchise areas. (T9).

The population estimates in this report are based on Census 2016 data provided by the CSO.



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The author(s)
  • Karen Hall Ipsos Media, Ireland

Media & Brand Communication