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JNLR 2012-3 National Radio Stations

A slight word of caution before looking at these figures. In comparing this year to last, it has to be remembered that the sample size of the survey increased to reflect our changing population. In the 2011-3 survey, the estimated universe was 3.511m whereas the estimated universe in the latest survey (2012-3) is 3.608m and extra 97,000 listening people. This has a tendency to slightly confuse the comparisons at times. Stations may have the same number of listeners, in volume terms, but could have declined in their percentage reach– all simple mathematics.

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JNLR 2012-3 National Programs Listnership

The overall figures for any station will only reflect the individual programmes they broadcast. Throughout the day stations will have different audience levels depending on what the population is doing and for some stations what the competition is at. As you can see for the chart below that looks at all adults listening to all radio, its ramps up very rapidly in the morning and then tails off as the day drifts by.  Without going into a super analysis of each quarter hour segment, I’ll highlight the program slots for each of the four main National radio stations and sincere apologies to Lyric as time caught up here.  If I get a chance to look at this retrospectively, I will.  


JNLR 2012-3 Top 30 Programmes

There is always a big analysis (outside these four walls) on the individual programmes in the schedule and who’s doing what. The analysis is based on absolute numbers and, therefore, the comparison to last year might be thrown due to the change in the universe. In each analysis it comes down to who has the bragging rights – and that would be Morning Ireland which reaches 441,000 people every morning (or 12% or the population). Only 10,000 behind and closing rapidly is Joe Duffy on 431,000, up 33,000 listeners on the previous twelve months. The only other surprises in the list would be Marian Finucane Sunday show falling from #3 to #6 and down 10,000. It’s not the sharpest of falls, it’s just that the other programs above #6 have done better in the 12 months. Her Saturday show is up a massive 53,000 – so as a ‘package’ of Saturday and Sunday she’s delivering a serious audience.   The figures are all there – so you can pour over them as you wish. My final thought: In spite the dominance of a nationally funded station, it’s nice to see that the second highest gain in listeners is Ian Dempsey. Finally,…

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JNLR 2012-3 Dublin Stations

If the national picture is more or less static, then at least the Dublin figures adds a tinge of excitement into the mix. With thirteen stations vying for position, the competition is fairly intense. Like the national figures it’s dominated by RTE1 with a 28% reach, but that top slot is, every quarter, being chipped away at by FM104, who now stand at a 24% reach in the City. Whereas some years back the fight (light weights at the time) was between FM014, 98FM, Q102 and Spin with RTE1 looking on. FM104 now look like they have pulled away from that scrap as they look to take on the current title holder RTE1. 


JNLR 2012-3 Local Radio Stations

Finally the Local listeners. Still on top by a country mile is Highland Radio followed by Mayo’s finest Midwest – the rest of the figures are fairly straightforward. It’s worth pointing out the leap that Galway Bay took gaining eight percentage points. Likewise Tipp FM gained 5 percentage points. Conversely KCLR dropped five points and Midlands dropped four. 

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Radio Demographics JNLR 2012_3

Finally, a take on the demographics of the national listening. Below is a chart which looked at the demographics in a slightly different way. There’s enough analysis of the figures via the radio stations to make your eyes glaze over aka “we’re the fastest growing station in Ireland and we reach 12 people”. Below are “propensities” – they show a particular demographics leaning towards or away from a station above or beyond the national average. Say the population universe for AB’s is 12% and a stations profile of AB’s is 14%, then that station has a higher propensity to attract AB’s. It’s not the straight take on we have X thousand listeners or we reach y% of 50 year olds etc, but it may show up strengths and weaknesses and a stations demographic makeup. My colour coding is based on a index pivoting around 100. Above 110 is in green indicating that the station (or demographic) has a predilection towards that demographic (or station).  


JNRS Irish Newspaper Readership 2012

Publication 2012/11 2011/10 +/- Any Daily 1,774 49.20%   1,732 48.20%   42 Any Morning 1,647 45.60%   1,634 45.50%   13 Irish Independent 465 12.90%   500 13.90%   -35 Irish Times 287 8%   324 9%   -37 Irish Examiner 169 4.70%   169 4.70%   0 Irish Daily Star 348 9.60%   372 10.40%   -24 Irish Daily Mirror 208 5.80%   207 5.80%   1 Irish Sun 297 8.20%   276 7.70%   21 Irish Daily Mail 159 4.40%   141 3.90%   18                 Evening Herald 223 6.20%   235 6.50%   -12                 Daily Newspaper magazines               Weekend (Irish Independent) 546 15.10%   597 16.60%   -51 Day and Night (Irish Independent) 294 8.20%   319 8.90%   -25 Health and Living (Irish Independent) 458 12.70%   482 13.40%   -24 Foinse (Irish Independent) 160 4.40%   204 5.70%   -44 The Irish Times Magazine 367 10.20%   356 9.90%   11 The Ticket (Irish Times) 234 6.50%   233 6.50%   1 Health Plus (Irish Times) 273 7.60%   279 7.80%   -6…