The latest JNLR/Ipsos report into radio listening is published today (10th November 2022). It covers the period from October 2021 to September 2022.
The latest results show 3,182 million listeners (15+) tune into radio every weekday – that is daily radio listening at 78.3% of all adults. Weekly listening increases to 91.1% of the population.
A total of c 16,800 people were interviewed during the survey period by Ipsos, 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 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 refers to the previous report incorporating the period July 2021 to June 2022).
A large majority of Irish adults – 78.3% (-0.3%) listen to the radio on an average day. More than half, 51.7% (+0.1%) tune into their local or regional station and 42.7% (-0.7%) listen to a national station. Among the younger, 15-to-34 year market, 67.9% (-0.6%) listen daily.
Irish radio audiences continue to listen to a significant amount of radio everyday
– tuning in, on average, for 4 hours (239 mins, -2) 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 45.4% share -1.0%) of all minutes while Local/Regional Radio holds the majority share position with 54.6% (+1.0%) in this reporting period.
Across the various regional areas throughout the country, National Radio holds the majority share position in Dublin (57.0%) and the greater Dublin Commuter belt (56.4%) while Local/Regional radio is in the majority in the other regions throughout the country, in particular, achieving its highest share position in Cork (65.0%), in the North-West (60.7%) and in the South-West (57.9%) Regions (See T5).
Among the younger, 15-34, audience Local/Regional Radio is in the majority share position achieving a combined share of minutes of 64.6% (-0.3%) versus 35.4% (+0.3%) for National Radio. In particular, the Local/Regional group holds its strongest share position among this age cohort in Cork (69.5%), in Dublin (66.9%) and in the Multi-city (66.4%) and Dublin Commuter regions (65.1%). (See T7).
Considering the older 35+ age segment, Local/Regional radio is ahead in terms of share of all minutes listened, 52.1% (+1.4) compared to National radio, 47.9%. However, in regional markets among this age group, National Radio holds the majority share of minutes in Dublin (63.1%), the Dublin Commuter region (61.7%) and the Multi-city area (52.0%) (See T8).
Local radio continues to perform strongly in the local radio markets across the country, with 37% of adults in the country tuning into their local station every day. In particular, on the criterion of share of minutes listened during prime 7am to 7pm, Highland Radio, MWR, Northern Sound Radio and Radio Kerry hold the majority share position (50%+) in their respective franchise areas. (T9).
The population estimates in this report are based on Labour Force Survey estimates
2022 provided by the CSO.
To log in to the JNLR website, please go to the link at the bottom of the homepage.
[EVENT] Europe launch of Global Business Influencers 2018
September 25 - Global Business Influencers make business decisions worth trillions of dollars and wield significant power when it comes to deciding how to manage and spend their personal wealth, representing the key to profitability for many industries, including B2B, finance, luxury, travel and others.