The Irish public’s love affair with radio has always been a long and faithful one and the latest results prove that our inherently aural culture persists with 83% listening everyday (down 1% YOY). These figures are from the latest JNLR report release covering Jul 15 – Jun 16 period. All data is compared to previous 12 month period, Jul 14 – Jun 15.
The amount of time spent listening is marginally down 0.5% YOY at 4.13 hours daily (All Adults). Whilst listening for 35+ has been flat, the younger demographics have shown a decrease. Traditional radio has done well to maintain, and even grow, youth audience listenership in recent years given the acceleration of technology and emergence of new platforms.
The latest listenership figures are somewhat surprising as the largest decrease in time spent listening was not among 15-19’s (flat YOY) but among 20-24’s (-2.9%) and more surprisingly 25-34’s, which went down 4%. While this is not cause for immediate alarm, any valuable audience segment that decreases 4% is a concern. This may demonstrate that new platforms are growing in prominence (such as Spotify and Apple music) at the expense of traditional radio, or it may be an early sign that challenges the belief that as younger audiences grow up they naturally embrace legacy media. Radio broadcasters are quickly evolving into multi-channel propositions to combat the loss of linear listenership.
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