Radio qs

JNLR 2011-3 National Listenership

National Listenership of any radio stations fell to 82%. Still it’s a bad figure being just shy of three million people listening every day, but it’s certainly going in the wrong direction. The rant on this part of the web is normally the spiralling decline of the newsprint business, surely this medium is not going in the same direction. The big talking point, again, is another decline in the listenership of 2FM. This survey see it dropping another 80,000 listners compared to the same period last year and down 153,000 over a two year period. The only reason that the combined RTE figure was in the black was because of the hard work of RTE1. It’s no secret that the problems at 2FM are, in part, due to the untimely demise of Gerry Ryan. This is better illustrated with the quarter hour segments for 2FM throughout the day. Compare it now (the twelve months up to September 2011) to two years ago (the twelve months up to September 2010). There really is little to add to that.   Looking at the figures outside 2FM can be summarised in ‘nothing really happened’ as the status quo was maintained. A marginal decrease…


JNLR 2011-3 Dublin Listenership

Still dominating the capital is the National broadcaster RTE1 having pulled back 3% points on the same period last year. 2FM dipping into single digits in Dublin has to be worrying (again). Perhaps Montrose would allow the newly appointed Commercial Director, Willie O’Reilly, to look at 2FM for a week or two and come up with a plan. It strikes me that there is none currently and that the station is bouncing around from one bad survey to yet another. Maybe the time Willie spent at a truly commercial station might be a source of some inspiration for the ailing 2FM. They have gone from 13% (123,000) to 8% (81,000) in just two years – a 34% drop in listeners. 98FM and 2FM look as if they had to give way to Nova, who entered this period with 5% listenership in the capital. It’s a fairly spectacular entrance it has to be said and has to be applauded. The downside to this is that the station is prone to fairly gushing prints ads on the back of any of their ‘successes’ – but I suppose they have the bragging rights in this one. Newstalk gained a bit of ground it…


JNLR 2011-3 Local Listenership

Briefly the locals. Highland is still the highest listened to local station reaching 65% of its franchise area, but still dropped 4% points year on year. Bolting into second this year, from forth, is Mid-West with an impressive 8% points increase. Equally impressive is the rise of Ocean FM who gained 9%. Galway bay and LM FM see the biggest declines Local  2011 2010 2009 11/10  11/09   Highland Radio  65 69 67 -4 -2 Mid West Radio  58 50 48 8 10 Radio Kerry  50 51 45 -1 5 Ocean FM  50 41 46 9 4 Limerick’s Live 95FM  48 51 53 -3 -5 WLR FM  47 48 51 -1 -4 Shannonside/Northern Sound  47 46 53 1 -6 Clare FM  46 43 45 3 1 Tipp FM  45 44 52 1 -7 KCLR 96FM  41 40 39 1 2 Midlands 103FM  39 39 39 0 0 Galway Bay FM  37 41 40 -4 -3 South East Radio  35 36 39 -1 -4 Kfm  25 24 27 1 -2 LM FM  24 28 35 -4 -11 East Coast FM  24 26 26 -2 -2  


Multi-Channel Marketing

A bit of research fell into the email inbox this morning that’s worth airing. On the back of an earlier article about trying to maximise the impressions of a print ad it was interesting that this research looked at the channels used in the marketing mix and how those channels are tracked.  The research was conducted by SkyIQ , part of BSB Sky. Of the 12 channels used, the most predominantly used channel was online being employed by 76% of the marketers surveyed. In my own opinion that figure struck me as being on the low side. Given that the survey had canvassed One hundred senior marketing professionals working within large organisations in the UK  I thought that online/digital would have been used by the majority, if not certainly the vast majority of all the companies.   Some of the ‘traditional’ media were next in line with print being used by 71% of respondents, email by 66% and, greeted with a broad smile from An Post, direct mail came in at a healthy 61% usage. TV was last only employed as a marketing channel by 36% of the respondents along with mobile also on 36%.     You could get…


Print Advertising Research

It’s a long time since I saw research like this (not that I’ve been actively searching). It’s all to do with how to improve the ROI on your print advertising by getting more eyeballs to your ads. In the world of digital that’s impressions and is very easily measured. The CTR is then used to calculate your RIO. All very simple if you have the technology to back this up – which web browsers are very adept at doing. However, the punter tanking a glance at a printed page – thats a minefield in terms of research. It’s almost impossible to link the cursory glance (or more) at an advert and a sale. So the best practice is to give your advert the best possible chance of being seen and read. The people over at market research agency Validators came up with some really interesting research on this. And, as all hope has not yet gone and there are people still advertising in print, I thought it would be interesting to summarise their findings.    Their research was based on eye tracking studies – literally following eye movements to see where it stops and focuses on more (and less). These types…


Irish Newspaper Circulations September 2011

Its look as if the August slump was just that as the market bounced back again in September. The same occurred last year with sales dropping in August and resurrecting themselves again in September. The Mornings were down over 6,000 copies month on month and down 24,000 year on year. The Sun seems to have been hit badly in September dropping 3,456 month on month. Other than that headline all the other papers in the Morning saw modest fluctuations. The Sunday market was where the gains were – or should that be “gain”. The Sunday Mirror added nearly 17,000 copies in the month and it now has a higher circulation than it did in July when the News of the World closed. The only other paper to hold that distinction is The People. All the other papers failed to hang on to the gains made when NoW ceased publication.   The Sunday market is up 25,000 month on month but down 99,000 year on year. The Sunday market is down 70,000 on where it was before the News of the World closed suggesting that around 40,000 ex-NoW buyers are still active in the Sunday market.     Sep-11 Aug-11 Sep-10…

UK Daily_Star

UK Daily Star Marketing Madness

One of the most amazing newspaper marketing decisions was made earlier this month and will be visible from October 17th. Express Newspapers have decided (aka Desmond has decided) that the UK version of the Daily Star will be available in Ireland from that Monday. It will sit alongside and compete with the Irish Daily Star in retail outlets. Express Newspapers own 50% of Independent Star Limited (ISL) publishers of the Irish Daily Star. I am at a complete loss as to the logic of this move. The only explanation would be that Desmond will rake in more from the UK versions on sales in the Republic than he would from the dividends from ISL. It’s nothing to do with boosting their circulation numbers as the Republic sales are already in the overall Daily Star figures.     The UK version is not going through Newspread (IN&M owned) not will it be printed on IN&M presses. Express Newspapers logic is based on the ‘success’ of the current version of the Sunday Daily Star. Since the Irish title closed earlier this year, it has been replaced but the UK Sunday Version (nothing to do with ISL) with all the proceeds going to Express…